77Agency academy aims to fill media skills shortfall

by Ann-Marie Corvin, Media Week 15-Apr-08

A postgraduate training programme that aims to supply the media industry with marketing-savvy graduates, backed by firms such as Google, GroupM and Microsoft, has been launched by UK-based digital marketing outfit 77Agency.

A Europe-wide initiative, the 77Academy aims to take on 100 university graduates this year, including 70 from the UK. This is expected to increase to 1,000 by 2009.

The 10-week programme is the brainchild of 77Agency managing director Marco Corsaro, who said the course is aimed at plugging the new-media skills gap facing many media agencies.

Corsaro said: "Even among the universities that teach internet marketing, there's a lack of practical knowledge. But if you recruit people who are motivated enough and bright enough, this gap can be filled with training."

Graduates will be trained in all areas of new-media marketing, such as online and mobile ad planning, search, affiliate marketing and viral campaigns.

The course provides work placements at the 77Agency's roster of international clients including Google, WPP's GroupM, Havas, OMD, Microsoft, Yahoo and eBay.

The 77Academy will scout for graduates at top business schools including London and Warwick.

Potential training candidates must be fluent in two languages and also pass Google's Advertising Professional Exam - which tests students' numerical skills - by posting a score of at least 75%.

The academy is funding its initiative through a number of 77Agency's backers, which include mobile media outfit Buongiorno.

The course is free for graduates and will be funded by charging a recruitment fee once a candidate is accepted into full-time employment.

To this end, the 77Academy has teamed up with specialist online recruitment agency Media Centrix to secure placement interviews with the main digital players.

Paul Angeli, Media Centrix managing director, said: "We've got the thumbs-up from the main digital agencies and the idea will be to offer graduates to employers on a 'try before you buy' basis after a period of time that has yet to be decided."