This story was first published on Campaign Asia.

PHD Malaysia has signed an MOA with Taylor’s University’s School of Communication to jointly launch The Game Change Academy.  The first-in–market collaboration between a global media network and an institution of higher education, was developed to provide practical industry training to Communication students in order to prepare them for careers in the media and marketing industry.

The Game Change Academy will be responsible for spotting, identifying and developing future game-changers in media. At the core of the programme are training modules developed and delivered by media practitioners in collaboration with PHD Malaysia, on a voluntary basis, for students of the Bachelor of Mass Communication programs majoring in Advertising, Public Relations and Event Management.

Commenting on the initiative, Jimmy Lim, general manager of PHD Malaysia, “Our industry is facing a severe talent crunch and we cannot continue to take the same approach over and over again. The talent supply is finite and the industry at large is not doing itself any favor with archaic talent development programs. Often fresh graduates joining the industry are not fully connected with what the media profession entails and prefer to explore before deciding that media is not really their career choice.”

“The Game Change Academy, will allow students to understand the media industry over the course of their degree program, and by starting early while they are in university, they will be able to assess early whether a media career is truly their calling, “added Jimmy Lim.

The Academy will also launch a student-managed agency within Taylor’s University, named proPassion Communications. The agency will provide industry simulation that will allow students to access PHD’ Malaysia’s proprietary planning tools and understudy PHD Malaysia’s senior professionals. It will act as a talent incubator to bridge the faculty with real world practices, thus enabling the students to be future-ready for the industry.

“Like how professional football clubs have youth academies to develop future talents, The Game Change Academy will provide industry linkages to students of Taylor’s Bachelor of Mass Communication, and as the students go through their degree program, our industry will have a pool of talent who will be able to immediately start practicing in the industry,” says Josephine Tan, Dean of School of Communication.

“With our game changing culture of finding a better way, we hope the academy will help us to spot and develop talent for our future growth plans,” said Jimmy.

PHD Malaysia has developed a great momentum in the market with the agency winning Marketing Magazine’s award for Media and Search Agency of the year besides picking up 3 Golds for Best Use of Videos, Best Use of Digital and Best Integrated Media.

The School of Communication at Taylor’s University is one of the most renowned private tertiary education providers for Mass Communication education in Malaysia. The School of Communication’s programs provide full breadth of mass communication disciplines. The curricula have a-long standing industry collaborations which provide students with relevant expertise that they need to be effective professional communication strategists for the communication industry.

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