30 March 2009 VIEW on Advertising TALENT DEVELOPMENT Agencies are facing difficult times as client budgets decline, reflecting the uncertainty of the economy. How can agencies cut costs, increase efficiencies, retain talent, and thereby remain competitive? Better Mentoring Can Help Many of us have been fortunate to establish strong relationships with our mentors in our careers. The industry, as a matter of course, would be very different if it wasn’t for the passing of knowledge through mentoring from generation to generation. For this reason, it is imperative that we continue this tradition. I am extremely grateful for the mentors that I have had through the years. While my education and experience provided many of the tools I needed for success, mentoring filled in the blanks. Several years ago, while working on a new business pitch, one team member saw potential hiding in the core of a young, midwestern advertising executive trying to get his feet underneath him. Who was that midwestern advertising executive? Me. I had recently moved to New York City and was trying to jump start my career. How? I wasn’t so sure. But, my mentor invested the time to help me grow and develop and showed me the path to success. An Environment Focused on Shared Success Many believe the sole reason for mentoring is to benefit the mentee, however mentoring not only benefits the mentee but the mentor and the company as well. Mentoring fosters an environment that is focused on shared success. Another unexpected benefit — mentoring also eases the transition that junior level people experience, as they move from college where peers are the main influencers, to the corporate world where senior level people possess the power of influence. Since most mentors are not their mentees’ supervisors, mentees are encouraged to let their guard down and freely discuss their ideas, receive honest feedback, and obtain support and advice during stressful periods. Most juniorlevel employees will benefit from mentoring, but time and effort should only be invested in those who assume responsibility for their selfgrowth and development and those who are willing to embrace both positive and negative feedback. All in all, these are the people who show more promise and may be the leaders who represent the company’s future.They are well worth the investment. Personal Satisfaction a Dividend So what’s in it for the mentor? To start, there’s the personal satisfaction of contributing to an individual’s development, which is often noticed by senior management. Moreover, there are other rewarding benefits that may not be readily apparent, which result when “reverse mentoring” occurs. Surprisingly, a mentee is able to return the favor, keeping the mentor updated on the pulse of the agency at the junior level. What’s more, the mentee can ensure that the mentor is aware of the latest trends in technology, as they tend to be naturally proficient in this field. As agencies look for efficiencies, mentoring is a great start. It allows companies to retain talent; cut costs; remain competitive due to stronger, more empowered employees; and ensure the experience of seniorlevel employees is not lost when they resign or retire. Mentoring also helps companies identify those individuals who have the potential to grow and assume more responsibility. Mentoring Benefits More and more companies are realizing the benefits of mentoring and have instituted formal programs. These programs are helping to retain talent in a time when company loyalty is the exception. Mentoring helps rejuvenate employee enthusiasm and creates a more enriching experience. Lastly, if employees believe they can learn from their mentors, they may be less inclined to pick up the phone when a recruiter calls. And for those considering joining an agency, a mentor ship program is a big attraction; make sure potential candidates are aware of the employee development courses your company offers. Mentoring has become an integral step in grooming the next generation of our leaders. Agency leaders need to take the time, make the investment, and extend a mentoring hand to deserving individuals today. These efforts will reward you and your organization with many dividends today and tomorrow. WISHBONE/ITP INC. is a full service, independent healthcare advertising agency. For more information, visit wishboneitp.com. Mentoring — A Necessity Alexander J. Thompson, VP, Account Group Supervisor As agencies look for efficiencies, mentoring is a great start. It allows companies to retain talent; cut costs; remain competitive due to stronger, more empowered employees; and ensure the experience of seniorlevel employees is not lost when they resign or retire. Wishbone/ITP, Inc. A DO EVERYTHING YOU CAN! Excess Success Success Without Excess Don’t settle for anything less than great strategy, creative, and service. Get more, call Steven Michaelson at WISHBONE 6464869701 or visit our Web site at www.wishboneitp.com YOU CAN HAVE IT ALL! WHY LIMIT YOURSELF?

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