GroupM Creates Industry's First Talent Search Reality Show in China
In June, GroupM China launched the media industry's first reality show in China, a job talent search micro-series called "GroupM Young Power".
The 10-episode series stars 10 young people competing in an elimination-style competition for a permanent media job within GroupM and its
agencies in China with a one month training placement at one of GroupM's worldwide operations.
"GroupM Young Power" was broadcasted on Youku.com. The promotional trailer was up on June 15, and subsequently from June 20, one episode was released daily. The program was also promoted on Tencent, Sohu, Tudou, iQiyi, MSN and Douban; and the promotional trailer was promoted on taxi screens in Beijing, Shanghai, Guangzhou and Shenzhen.
As China's largest media investment management group, GroupM China hopes to reach out to young people under 30 years old who may have an interest in the communications industry but knows little – and to provide them a platform to learn and understand more about how a media agency works.
The 10 contestants in "GroupM Young Power" were selected from applicants to GroupM's annual internship program. In the show, the contestants were challenged with media briefs set by GroupM agencies. The tasks were varied, aimed to bring to life, and inform contestants of the diverse nature of the media communications projects a media agency manages. Tasks included conducting consumer insights research for smart TV, proposing a viral marketing scheme for an original design concept store, and creating a social media activation for a leading sports brand.
Basic media planning skills like the use of competitive reporting tools and planning of TV media plan were also introduced and tested.
Adding authenticity to the competition - actual client briefs were used, featuring many of GroupM's high-profile clients including Lenovo, GSK and Nike. The program also features the appearance of media heavy-weights, such as Hong Huang, CEO of China Interactive Media Group, and Li Meng Xia, a famous and long-time media veteran, offering their personal assessment and critique of the contestants' performances.
Bessie Lee, CEO, GroupM China said: "Recruiting talent is a recurring problem faced by all agencies across the advertising industry. "GroupM Young Power" is an experiment for us – we hope that through this project, we can raise the interest level and attract more young people to our industry and to keep this industry creative, young and vibrant.
I also want to mention that this project was initiated by the winners of GroupM "30 under 30" award last year. This award was created by GroupM China to encourage and reward the young talents within our own organization – 30 young people under 30 years old were identified by their superiors and peers to have demonstrated outstanding performance and potential to our agencies and the wider network."
"30 under 30" is an initiative by GroupM to highlight the importance the Group places on the nurturing its local talent. http://i.youku.com/u/id_UNDI5OTgzODk2