A+E Networks Heads Back to School to Promote Advertising, Marketing and DEI

The Masters on Campus program is designed to expose college and graduate students to careers in media advertising and marketing and explore diversity and inclusion in the industries Executives from AE and other companies share their expertise in virtual and oncampus activities and other multiplatform effortsAE Networks matched with Northeastern University Rutgers University and Florida AampampM University to share professional experiences insights and business outcomesquotAE is a longtime partner and supporter of the ANA39s quotMasters of Marketingquot conference and was eager to work with the AEF on this new venturequot said AE Networks Executive Vice President David DeSocioDeSocio said AE can help expose young people to media marketing and advertising careers and promote DEI by engaging with students quotThere39s a lot of opportunity for our industry to become more diverse to tell different kinds of stories and to bring new and different storytellers into the foldquot DeSocio saidquotMasters On Campus Talent Partners Programquot is one of AEF39s many oncampus initiatives Along with AE Disney Publicis Google and the US Postal Service are also participatingquotToday the goal is to raise awareness interest and engagement with students but down the road the program could become a pipeline for recruitmentquot DeSocio saidquotIn many instances we found it39s just not a topofmind field for many young people They enjoy media but don39t consider it a career optionquot DeSocio said quotWe hope to illuminate new pathways and attract more diverse people in mind into our exciting fieldquotAE matched six teams of its employees with the three schools DeSocio and Eileen Lin AE Network39s manager of ad sales marketing were paired with Northeastern University with Lin as project managerThroughout the presentation DeSocio demonstrated the connection between business results and creating more inclusive business solutions one of AE39s core corporate valuesFor their first presentation DeSocio and Lin created a highlevel primer on media sales advertising and diversity in media In a virtual session DeSocio delivered industry insights including how advertisers build their media campaigns and explored the effects of underrepresentation of people of color and older Americans in content and advertisingquotFor future leaders it was important to show that investing in DEI isn39t just ethical but there are ROIfinancial upsides to it that should be taken into consideration in decisionmakingquot he saidTo drive home the connection between advertising and business results DeSocio shared industry research and case studies including Ads with accurate portrayals of women drove sales up to five times higher than creative ads that did not feature accurate portrayals of women according to a SeeHer Gem Lift Study When consumers believe they see their lives or culture are reflected accurately in advertising it increased brand perception by four times per a 2021 ampamp 2022 CIMM Longitudinal StudySimilar results were found with the 50 audience DeSocio stressed the enormous business opportunity of speaking more directly to this older audienceA week later DeSocio hosted a live QampampA session and said students gravitated toward questions about creative media solutions quotThere was a lot of curiosity around branded content product placement and how and why these models work for clientsquot he notedFor February DeSocio and Lin are planning a live presentation for another group of Northeastern MBA candidates quotThis next session will focus on both ROI and our own creative content case studiesquot Lin saidAE39s partnership with the AEF includes additional activations and Campus Speaker appearances that will be rolling out throughout this year They39re also donating an ANA membership to Rutgers and participating in the HBCU Campus Connect program with Florida AampampM University and the Masters of Talent Conference at NYU which includes campus visits and inclass presentations Additional efforts include AE39s contribution to the AEF39s Future of Talent podcast and the Advertising ampamp Society Quarterly ASQ an online academic journalIn addition to speaking to college students quotThis program has also created an organic career development opportunity for next generation talent at AE Networks by pairing seasoned executives with more juniortomidlevel Ad Sales talent within the organizationquot says Lin quotFrom project management to crossteam coordination and materials creation this opportunity helps build relationships and skills outside of our daytoday jobs in a collaborative environmentquot Lin saidAfter the first session several students asked to share their resumes or help with networking Both DeSocio and Lin said the students could be vital assets to AE or other media companiesquotThese students are technically and socially savvy and bring a new level of multiplatform expertise We would love to welcome them to our ranksquot DeSocio said quotAnd we should all welcome their new stories and perspectivesquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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A+E Networks Heads Back to School to Promote Advertising, Marketing and DEI

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Alli Romano

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