DDB Group Hong Kong Wraps Up Inaugural Future Bernbachs Summer Program
DDB Group Hong Kong has capped off its inaugural 2015 Future Bernbachs Hong Kong summer program. A total of 16 students, selected from a pool of over 100 applicants, were given a chance to take part in the five-week program.
“The Future Bernbachs program is a fantastic vehicle for investing in young talent and offering a taste of agency life,” said Irene Tsui, general manager, DDB Group Hong Kong. “The feedback has been tremendous with students remarking that they have learned more in five weeks here than from two years at school.”
Four teams, each consisting of two design and two business students, put their creativity to the test across real briefs for agency clients, including Fortress, Hang Seng Bank, McDonald’s and TSL.
Over the course of five weeks, the teams worked towards their final presentation with the help of lecturers and mentors from within DDB’s senior management team. Students were carefully guided through every step of the process from gaining a clear understanding of the business background, to writing the creative brief, and finally coming up with creative ideas and execution.
While all students graduated from the program with flying colours, the McDonald’s team rose to the top with a stellar presentation, winning a guaranteed future internship with the agency. Members of DDB management and lecturers judged the teams based on problem definition, strategy, creative solution and teamwork.
“We look forward to building on the program and opening our doors to more young talent next year. Following an overwhelming response, it is very encouraging to see there is such an appetite for learning about the ad business among young people,” added Tsui.