Saturday, May 7, 2011


Center for Excellence in Advertising at Howard University’s
Making a Lateral Move into Advertising Program
Is Now Recruiting!!

The Center for Excellence in Advertising (CEA) at Howard University has partnered with
the American Association of Advertising Agencies (The 4As) to offer a certificate level
program designed to train mid‐level, non‐advertising executives with at least seven
years of experience in another industry on the concepts, strategies and business of
working in an advertising agency. It’s called “Making a Lateral Move into Advertising
MLMA is an intensive professional development program that combines training,
mentoring, coaching and hands‐on campaign development under the guidance of
accomplished advertising industry professionals and educators. We are seeking recruits
to participate in this year’s program and you are invited to apply by uploading your
information on our website at:
The program is designed to help diversify the advertising industry by providing
successful mid‐level non‐advertising professionals with industry knowledge, networking
skills and the tools needed to successfully make a transition into the advertising
profession. The modules will include:
# 1 The Advertising Agency Business: How Agencies Work ● Advertising
Agency Careers
# 2 How Advertising Agencies Get Clients: Changes in the Advertising Model
●How Agencies Make Money
# 3 Understanding the Elements of a National Advertising Campaign
●Research and Account Planning ●Creative Messaging ●The Internet as
a Key Marketing Tool
# 4 Building Brands –Media Planning and Buying Public Relations ●The
Digital Strategy of Bringing a Brand to Life Online
# 5 Multi-Cultural: African American/ Asian/ Hispanic/ LGBT Advertising
●Targeting Various Niche Segments ●The Shifting U.S. Demographics
# 6 Customer Experience and Engagement ●Events ●Developing an
Integrated Marketing Communications (IMC) ●Strategy ●Customer
Relationship Management(CRM) ●Ethics
# 7 Digital Part 1: The Digital Basics - Marketing and Advertising in Analog
vs. Digital ●Overview of Platforms ●Applications ●E-CRM ●E-Commerce
●Digital Retail Kiosks ●Digital Billboards
# 8 Digital Part 2: The Role of Technology in Digital Marketing ●How
Programming Works ●Interaction Design ●Back-end and Front-end
Activities ●Coding Language
# 9 Digital Part 3: The Internet Society ●Social Media ●Mobile ●Gaming
●User Experience
# 10 Digital Part 4 – What’s Being Measured on the Digital Dashboard
●Analytics ●Customer Data Analysis ●Important Metrics ●Search Engine
Optimization ●Search Engine Marketing
CEA's 2011 program will be 10 intensive weeks (two sessions per week) of advertising
training starting June 11th. The classes will meet from 9am to 5pm Saturdays and 6 to
9pm on Wednesdays.
During this rigorous executive level program, participants will be exposed to lectures,
presentations, homework assignments, extensive readings and case studies provided by
academic and industry subject matter experts. Participants will also have the
opportunity to work on developing advertising campaigns and meet industry executives
from the top agencies in New York who are in a position to potentially offer you a career
in the advertising industry.
CEA’s 2010 MLMA Pilot Program introduced five (5) new minority non‐advertising
professionals to the advertising industry! Participants’ backgrounds ranged from
bankers to music industry executives. Hiring organizations for our 2010 program
included: Egami Consulting Group, R/GA, Standard and Poors and Vivaki.
Successful professionals with seven (7) or more years experience working outside of the
advertising who have an interest in making a transition into the advertising industry are
eligible to participate in this program. Professionals should be creative and strategic
thinkers, excellent collaborators, possess strong written and presentation skills. If this
describes you, please submit your information now:
Wieden + Kennedy, BBDO, Omnicom, R/GA, WPP, Ogilvy, IPG, JWT, CBS, Digitas, Deutsch,
Gotham, Hill Holliday, Momentum, Saatchi and Vivaki
To apply for CEA’s 2011 MLMA Program, please click the following link and upload your
• Once you have submitted your information, all eligible candidates will receive an
application that should be submitted by the deadline indicated on the
• If selected you will be invited for an in interview with agency professionals
Adrianne C. Smith – Executive Director:
Yla Eason – Director of Learning and Development:
To learn more about careers in advertising check out this video:

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