Dentsu Media launches basecamp to fight ‘talent war’

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 25 November 2021

Dentsu Media has established a new basecamp in a bid to overcome a shortage of talent across the industry.

Called Dentsu Basecamp, it will provide high school leavers and university graduates with a fast-track practical learning and development program to join Dentsu Media.

Sue Squillace, Dentsu Media AUNZ CEO, says the program was developed amid a talent war across the industry.

“The war on talent is real. We need to act now to attract more diverse, motivated, and curious people to our business to build our talent pipeline for the future,” Squillace says.

“This isn’t just an important issue for us as a business; it’s vital to the future of our industry.

“Our commitment is simply to offer the next generation of talent the opportunity to experience dentsu in an environment that gives exposure to the best on-the-job training and the unrivalled knowledge and mentorship of our leaders. And better yet, we want to make it real; with participants landing a permanent role within our business.”

Participants will be given an interactive and immersive environment through four intensive learning sprints in strategy, digital, tech, and data and trading, with the end result of a permanent executive role at the end of the six-month program at one of dentsu’s media brands, Carat, iProspect, Dentsu X or The Story Lab.

A dedicated team of Dentsu leaders has been established to build a development program in partnership with L&D, People Team and Agency Leadership. This will leverage media knowledge, publisher partnerships and MFA for content development.

All participants will have an executive mentor and a peer level coach to guide them through the experience. They will also have extra support from the managing directors and general managers from each of the state offices, together with Amplifi and Media Opps training leads.

“We’re thrilled to launch dentsu media Australia’s first early careers programme; Basecamp, not only will it demonstrate the importance of investing in our future with diverse and fresh talent, but will also provide growth opportunities for new people managers within the business to develop and grow their leadership skills,” says Carat Sydney managing director Lauren Small.

“Our graduates will not be defined by the qualification they hold, or education level they attain, but rather by their curiosity and a growth mindset.”

iProspect NSW general manager Marcelle Gomez says there’s a shortage of talent across the industry, and hopes the basecamp will help unearth new talent quicker.

“The shortage of talent in our industry is a test for us all,” Gomez says.

“At dentsu, we have turned this challenge into an opportunity that will further differentiate our brands in the market. In a business that is built on and around our people, Basecamp confirms the commitment to our people, our willingness to invest in their future and equip them for successful careers with the company. We can’t wait to get started and help accelerate the learning of this future talent.”

Applications have opened for the basecamp with offers to be given before Christmas. The programme starts in February. 

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