In today's fast-paced world of tech and market shifts, the partnership between academia and industry is paramount. Leading the charge is the collaboration between Centennial College and dentsu, a global leader in helping brands navigate and grow in the sustainable economy. This alliance goes beyond preparing tomorrow's workforce; it's about infusing the curriculum with real-world insights and creating an ecosystem where growth and learning fuel each other.
A partnership rooted in real-world experience
Since 2020, Centennial College and dentsu have been on a mission to blur the lines between theory and practical application in the digital marketing landscape. Through experiential learning opportunities like Centennial’s Digital Engagement Strategy program at The Business School (TBS), this partnership is revolutionizing how industry and academia come together to produce the next generation of marketing mavericks. dentsu's commitment to advancing the field through this collaboration highlights a shared vision with Centennial, creating a powerful blend of academic rigor and real-world disruption that is shaping the future of the marketing industry.
The masterminds behind the scenes
Nick Henderson, Senior Vice President of Performance, Platforms and Commerce at dentsu and an active member of Centennial's Program Advisory Committee (PAC), has been the driving force in this collaboration. “As leaders in the industry, dentsu understands the critical role of fostering the next wave of talent to continue evolving the digital marketing landscape,” says Henderson. “It’s all about keeping it real and relevant. We’re injecting our frontline insights into Centennial’s curriculum to prep students for the real world, not just the classroom.” Through his industry expertise, Centennial and dentsu are working together to design a curriculum that’s not just current but future-ready, equipping students with the skills to navigate and dominate the digital marketing landscape. "We aim to ensure that the students stepping out of Centennial are not just graduates but future leaders in the digital marketing space. It's about fostering a mindset geared towards innovation and strategic thinking," Henderson shares.
The partnership's impact resonates not just with industry leaders but also with educators. For Jason Beaulieu, Professor & Program Coordinator for the Digital Engagement Strategy Post-Graduate Program, the collaboration has been a game-changer in education: "Working with dentsu has allowed us to break down the barriers between classroom learning and the real-world demands of the digital marketing industry," he explains. This partnership ensures that the curriculum is current and enriched with the practical insights and innovative strategies that dentsu is known for. Beaulieu adds: "Our students are getting a front-row seat to the latest trends and technologies that are shaping the future of marketing. It's an invaluable opportunity for them to learn from the best and apply this knowledge in real-time."
Steven Khan, Associate Dean of Marketing and Retail at Centennial, adds: "This collaboration is a blueprint for how academia and industry can work together to address the skills gap, ensuring our students are not just employable but indispensable."
The shared rewards of the Centennial-dentsu alliance
Beyond curriculum development, Nick's role as a vital industry partner reinforces the academic experience with a practical understanding of current digital marketing trends, challenges, and best practices. Working hand-in-hand with Centennial’s Business School, dentsu has provided interns with real-world experience unlike no other. "I'm genuinely impressed by the exceptional quality of training and skills that Centennial interns bring to the table, making our collaboration an undeniable success. We get so much out of them joining the company." His visionary approach prepares students for the workforce and actively shapes the future of digital marketing education, making him a key architect in the development of tomorrow's marketing leaders.
But they don’t stop at internships -- dentsu elevates this partnership through innovative recruitment strategies like speed dating, Digital Days, and cocktail events, which have become a hit among students. These engaging formats offer students a unique window into the diverse opportunities within dentsu, allowing them to envision a future where they can evolve alongside the company. "Our collaboration goes beyond academics. We're committed to hiring graduates, offering them roles where they can truly make a difference," Henderson emphasizes. This direct pathway into the workforce is a testament to the quality of Centennial's program and its graduates. The commitment is mutual, with Centennial recognizing the quality of the intern experience at dentsu, often leading to the eager return of interns for more. "Our partnership with dentsu is invaluable, not only because of the high-quality training opportunities it presents but also because our students are eager to return, a true testament to the enriching experiences they gain”, Khan explains. Centennial alumni Jennifer Melo (Class of 2023) now Media Planner at dentsu, agrees: "After my internship at dentsu, I was determined to return as a full-time employee because of the innovative environment and the opportunity to continuously grow and challenge myself in my career." This partnership is a testament to Centennial's ability to prepare graduates for real-world challenges, seamlessly merging quality education with the right industry partners to foster the development of future marketing leaders and ensure a direct pathway into the workforce for students.
Launching careers, not just jobs
Nick firmly believes in paying-it-forward, championing students on their path to becoming the marketers of tomorrow. "We don't just stop at hiring. We believe in guiding our new employees and interns through their career journey and helping them navigate the complexities of the digital marketing landscape. We’re all about that extra mile. From resume revamps to insider tips on acing the marketing game, we’ve got grads covered,” says Henderson. This support system is crucial for the professional growth of graduates. "Seeing our Centennial hires grow and succeed within dentsu is a source of great pride for us. It reaffirms our commitment to this partnership and the future of the digital marketing industry," Henderson concludes. And this sentiment goes both ways: "Nick has been pivotal in bridging the gap between Centennial and dentsu, fostering our best cohorts year after year. His invaluable guidance has been crucial for our mutual success, truly making him a cornerstone of this thriving partnership” says Beaulieu.
From the alumni perspective, Jennifer Melo shares her journey: "Transitioning from a student to a professional was seamless thanks to the opportunities provided by this partnership. The real-world skills and insights I gained throughout my journey at Centennial have been invaluable."
Looking ahead: a sustainable future
The partnership between Centennial College and dentsu emerges as a formidable force of innovation, collaboration, and shared growth, revolutionizing not just marketing education but also a model for career development that can be replicated in every other academic program. This alliance doesn't merely prepare students for the challenges that lie ahead; it actively molds the future of the industry itself. Fuelled by innovation, creativity, and a keen understanding of the real world, Centennial is at the forefront —anticipating the future and creating it. Together, Centennial and industry partners are setting new standards, shaping the marketers of tomorrow, and redefining what's possible in the ever-evolving landscape of marketing.
About dentsu
dentsu stands as a leader in guiding brands through the complexities of an ever-evolving, sustainable economy. Anticipating and strategizing around disruptive future opportunities, dentsu pioneers' new avenues for growth. They seamlessly integrate brand, content, commerce, and experience, anchored by a commitment to modern creativity.
Operating as a global powerhouse with a strategic headquarters in Toronto, Canada, dentsu merges local insights with global expertise to deliver impactful results for their clients.
Discover more about dentsu by visiting their website: www.dentsu.com