Agencies and media professionals to work out that digital advertising must "continually learning to learn"



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## Agencies and media professionals to work out that digital advertising must "continually learning to learn"

04/09/2016 |
SCP

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The last session of the course of summer on the digitalisation of the sector of the corporate and advertising communication that is celebrating the Universitat Jaume I has tackled today the challenges of training of the new advertising professionals in a round table that has had the participation of Nuria Martínez, partner-director of the Digital Area D6; Bernardo Melero, responsible of On-line Communication of CHANNEL+; David Forcadell, director Invention of the agency of means Mindshare (exalumno of the Universitat Jaume I) and Rafa Pomares, creative director of Publip's.

The four professionals have recognised that the labour future of the students of Advertising is complicated by the current situation of crisis and by the big competition that exists. Thus, all have coincided in recommending to the students that to the hour to look for his first work “sell well” and do an attractive presentation of himself same, because “it is necessary to be different, stand out and surprise of some form”.

Regarding which training is necessary to adapt to the current market of the advertising, the speakers have done upsetting in that the most important is that the futures publicistas know to communicate in general, because the means, the channels and the forms can change but “what follows having value are the ideas”. In this sense, also have coincided in standing out that, more than a very skilled training, to work in a world so cambiante like the digital or on-line advertising it is necessary to have the open mind and “learn to learn continuously”. The four professionals have enumerated some of the qualities and skills that consider indispensable to work in advertising like “a good attitude, a lot of common sense, illusion, win to work and curiosity”, and have advised to the students that take advantage of the practices in companies, “because it is yours big opportunity to go in in the labour market”.

Finally, the experts have tackled the peak of the digitalisation in the advertising and how has changed the structures of the agencies and his form of work. Thus, they have incidido in the need to have a digital “ attitude” although without forgetting the analog because “all does not go to be digital”.

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