Dentsu Creative.
Dentsu Creative has launched DC3, a graduate program commencing in May through to December, designed to help reshape how talent enters the creative industry.
The program offers the opportunity to experience the inner workings of a fully integrated agency.
Through rotations across strategy, client leadership, and earned and social, they will learn how modern ideas are shaped, from identifying a problem, to uncovering an insight, to creating experiences that influence behaviour and earn attention in culture.
Chief practice officer David Halter said the program is about rebuilding a modern pathway into the industry.
“Graduate programs aren’t new or groundbreaking. But investment in that level of talent has clearly stalled,” Halter said.
“Almost all of our leadership team came through some form of graduate program. It’s close to our hearts because we’ve lived it.
"Graham and I got a start through the ACA, Zac excelled at AWARD School, Maddie won a place at Clemenger Group, and Sloaney started in the George Patterson mailroom. Those programs gave us our start.
“As parts of the industry become more commoditised, it’s easy to cut investment at the emerging level. We think that’s exactly the wrong move. DC3 is about resetting that. It’s a structured program, built for how modern creativity actually works.”
Participants will complete three rotations across the core drivers of brand growth today, building a broad, connected skillset from the outset.
Madeleine Page, general manager, earned and social said the next generation of talent will also play a role in shaping the agency as AI transforms how ideas are created and scaled.
“This isn’t a one-way learning model. The next wave of talent won’t just learn from us, they’ll teach us too. We’re looking for people who are fluent in content and instinctive in how new technologies are used,” said Page.
“With AI changing how we create and scale ideas, those instincts are becoming fundamental to modern creativity.
“We hear every week how hard it is to break into this industry.
“DC3 is about opening that door, but also raising the bar.”
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