The Ad Club of Chennai hosted the annual convocation ceremony for the 11th batch of its PGDA (Post Graduate Diploma in Advertising) course on Saturday. Giving away the certificates at Chennai, M G Parameshwaran, ED, FCB Ulka, urged those who had taken up the course to keep learning, keeping in mind that this was just the first step they had taken.
Parameshwaran, who recently completed his two-year term as President of the Mumbai Ad Club, delivering his address at the end of the awards ceremony, said, “This is a great effort by the Ad Club of Chennai. We did try the same thing at the Ad Club Mumbai, but I was discouraged on two counts – that it was difficult to get students to attend a full year course, and it was even more difficult to get faculty to come in through the year.”
He underlined the importance of continuous learning and developing enhanced, new skills in his brief talk. Sharing insights on some key trends, he urged the budding advertising professionals to keep in mind the increasing pace of change, the challenges and implications of globalization on senior middle and junior level managements, the growing complexity of the corporate world, the changing Indian consumer, and the war on talent.
“Across industries, and especially in segments like retail, banking and insurance, those with the relevant experience will be worth their weight in gold. The flip side is that as you grow to senior positions, those working under you will begin to vanish,” explained Parameshwaran.
The Ad Club of Chennai is working on more improvements to the course, and additions to the format. True to the allure of the industry the course trains people for, the trainees who passed out do not get grades but metals – Gold and Silver certifications.
The speaker’s parting comments underlined the importance of continuous learning. He said, “Once we complete our degree or our MBA, we think we are qualified for life. I encourage a system where we spend at least seven days of the year on training. It is critical. We live in really exciting times. The challenge is to keep the learning momentum going, and I believe you all have started off on the right note.”
Among those present were the President of the Ad Club of Madras, Minitha Saxena of Interface, the Founder of the course, R V Rajan of Anugrah Madison, and the club’s Treasurer, Ramamoorthy of Ogilvy & Mather.