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Building New Creativity With Youth

Building New Creativity With Youth

  • Cátia de Sousa • General Manager of Dentsu and Create Mozambique

Investing in the education of our young people, allowing them to dream and achieve their goals should always be our main objective, whether it’s a personal responsibility or as part of a corporate social responsibility programme.

This has always been our agency’s dream – the chance to help them find their way, their motivation and, above all, to be able to reach out and help them enter the labour market.

Like all our goals, if we want them to come true, we have to start somewhere, and as Managing Director of two creative agencies, we have created a programme, Creaters, which has brought this openness to our young people.

I believe that creating is more than making pretty adverts. At Dentsu and Create Moçambique we want to create minds, define new ways of reaching markets and develop trends. This, our first initiative, in partnership with Eduardo Mondlane University, allows us to welcome students to do internships in our various departments as a way of facilitating their entry into the labour market.

This creation of synergies between advertising agencies and universities in Mozambique brings a number of significant benefits for both parties and for society in general, through the development of local talent, allowing universities to play a key role in training young talent. By collaborating with advertising agencies, universities can adapt their curricula to meet the demands of the sector, ensuring that graduates are better prepared to enter the industry.

Joint research into consumer behaviour, campaign effectiveness, market analysis and other aspects relevant to advertising is facilitated. This can result in valuable insights for agencies to improve their approaches.

We aim to raise awareness of the importance of Marketing and Advertising as areas of study and career. This can encourage more young people to pursue these fields and contribute to the growth of the industry through the exchange of knowledge and experience between industry professionals and academics. Experience that can enrich the learning environment and promote a deeper understanding of the industry’s challenges and opportunities.

Another aspect to consider is that the Advertising industry is constantly evolving due to changes in technology and market trends. Agencies can benefit from collaborating with universities to keep up to date with the latest trends and innovations, incorporating new knowledge into their strategies and campaigns.

Universities attract students from different backgrounds and areas of specialisation. This gives advertising agencies access to a wide range of talent, including designers, copywriters, marketing professionals, data analysts and much more.

The advertising sector plays a crucial role in economic development, helping to promote products and services and boost consumption. This collaboration can strengthen that contribution, creating a more robust and competitive industry.

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Overall, this collaboration will boost the development of the advertising industry, improve the quality of marketing and advertising education and contribute to the country’s economic growth.

Our role is to give young people the opportunity to get to know the world of work and the possibility of integration. I realise that with this project we are helping to develop students and invest in local talent.


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