Ad Association rethinks Media Business Course to tackle a lack of diversity

The AA has reshaped its Media Business Course to reflect the results of the All In Census

The Advertising Association (AA) has reshaped its Media Business Course (MBC) in response to results from the All In Census and the industry’s talent crisis.

After a four-year hiatus the AA’s MBC will return in July 2022, but for the first time will be aimed at talent with four to five years of industry experience in a bid to tackle a lack of diversity in the mid-senior levels.

Previously aimed at talent in the early stages of their career, the AA has pivoted the course using insights from its All In Census and the ongoing work rebuilding trust in advertising and talent shortages.

The first cohort on the revised course will be divided into syndicates to work on a high-end client brief and create and pitch a full media strategy.

During the three-day event at the Grand Hotel in Brighton, delegates will be guided by high-profile advertising talent and hear talks from strategic experts. Previous course speakers have included Rory Sutherland, vice chairman, Ogilvy UK; WPP country manager Karen Blackett OBE; and Channel 4 chief exec Alex Mahon.

“This is a major initiative tackling the retention and development of talent: one of the biggest issues the industry will face next year,” said Stephen Woodford, chief executive officer of the AA.

The MBC’s co-chairs Karen Stacey, chief exec of Digital Cinema Media, and David Wilding, director of planning at Twitter, added: “More than ever the world needs big ideas, optimism and new ways of thinking, and we want everyone who comes along to feel the energy of media planning and the vibrant advertising industry.”