A white paper developed by academics and advertising industry leaders has revealed that Australian advertising has lost its unique selling proposition (USP).
The State of the Australian Advertising Industry and the Role of Education white paper concludes that “no one knows what advertising is any more”. Yet increasingly, they spend their days doing advertising-like tasks.
For the plethora of students currently enrolled in advertising and marketing-related degrees in universities and colleges across the country, the research raises an important question about whether the way the subject is tackled at these institutions has lost its way.
Exploring the role of advertising education
Academics involved included Queensland University of Technology (QUT) professor in advertising and integrated marketing communication (IMC) Gayle Kerr, University of Technology Sydney (UTS) Business School Associate Professor David Waller and University of South Australia (UniSA) MediaScience Research Professor Steven Bellman.
Professor Kerr says the white paper’s catalyst was Australia’s celebration of 50 Years of Advertising Education.
“We thought it would be good to know if there would be something to celebrate in another 50 years’ time,” Kerr says.
“While there was a lot of research involved, just as important was the learning from each other. Brainstorming what the research really meant. How it applied to the advertising industry. And how we should align our advertising university programs to ensure the continuance of a wonderful profession.”
Focusing on education, text-mining software is used to visualise the key themes of university education and show a direct connection between the strategy of the university and its evolution into units and areas of study like marketing and advertising. These require skills and integration to be effective.
The researchers examined the current state of the advertising industry, imagined its future, and explored the role of advertising education, with the white paper aiming to provide a benchmark for the industry.
The findings used Australian Census data to map growth since 2011, and project to 2036, with the paper predicting advertising employment from the Professional Services industries should continue to achieve average annual growth of 28 per cent.
Acknowledging a vital legacy
Industry leaders involved in developing the paper include Thinkerbell chief thinker Adam Ferrier, IAB Australia CEO Gai Le Roy and IPG Mediabrands APAC CEO Leigh Terry.
Terry says it’s important to recognise the vital role of advertising education in Australia over the last 50 years.
“Not just its role in helping drive the wider economy, but creating and celebrating Australian culture, and finally highlighting social campaigns that don’t have a voice,” he says.
“50 years of helping the industry create work that works and work that matters.”
Adam Ferrier says advertising has a profound impact on our nation’s culture and reflects our aspirations and dreams.
“We shouldn’t be leaving the advertising we get to chance. It’s vital that we are constantly studying how it works, getting educated on how to make it better and being curious about its impact,” Ferrier says.
The State of the Australian Advertising Industry and the Role of Education included insights from interviews with industry leaders and soon-to-graduate advertising students. It suggests that we’ve all become “paid, owned and earned mediated communicators with an identifiable brand”.
What is advertising?
Gai Le Roy says defining what advertising is continues to create a fascinating, almost philosophical challenge.
“But we do know that the more the market evolves the need for top-quality education will remain,” she says.
Professor Waller believes the result is a unique document that brings together leaders in the advertising industry and academic education.
“I expect that this is not the end of the industry/education conversation on the future of advertising but just the beginning,” he says.
