Promoting the value of cultural diversity in commercial communications education EFFCE Vienna May 2009

Importance of Cross Cultural Training How important is cross cultural training as part of communications? Should ‘cultural’ training be part of degree courses? How do we define ‘cross-culture’? –Understanding the way other cultures approach communication issues –International vs. local –Behaviours (consumer etc) 2

The Context WPP – where our business is tracking: Business outside Europe & North America =24% revenue 30% (est) by 2014 Double digit year on gear growth in China/India/Latam 3

Rise of new brands that have less local focus Fmcg brands – brand heritage, values and even name can vary by country Telco/tech – shorter time frames and are more homogenous and less geography specific 4

Globalisation Clients are consolidating – via acquisition and international expansion Structuring locally/globally with decline in regional structures Pattern of client expenditure is shifting to new markets Consolidation across client/agency relationship –Global companies –Procurement/effectiveness Budgets being concentrated in fewer clients 5

Where is talent based? Heidrick & Struggles – Global Talent Map (EIU data) US/Europe remain markets where greatest pool of talent is nurtured and concentrated % of overseas students in colleges and business schools increases year on year Europe is a talent hub, but increasingly this pool will migrate or return overseas 6