GroupM this week launched a workplace mentoring program with Big Brothers Big Sisters of New York City, the nation's first and the city's largest mentoring organization.
Described as a "multi-year partnership," GroupM said it will "invest in the development of the next generation of leaders by opening the world of media and advertising and youth in a meaningful way."
The move follows a series of other initiatives by GroupM to mentor, develop and reach out to younger generations, especially those from diverse communities, in order to expose them to and indoctrinate them into the ad industry.
In April, GroupM played a lead role in organizing the Big 6 agency holding companies to sponsor "full-ride" scholarships to attend the City University of New York's BIC (Branding + Integrated Communications) masters degree program with an eye toward attracting new talent to the industry from diverse backgrounds.
“I know first-hand how mentorship programs can change lives," GroupM North America CEO Kirk McDonald said in a statement announcing the Big Brothers Big Sisters of NYC sponsorship. “We are excited to inspire and mentor students at a local DOE high school and expose them to opportunities across media and advertising. Uplifting communities is the core of GroupM."
The agency said its New York City-based employees will have the opportunity to mentor the city's high school students by helping them develop professional skills and prepare for college and a career in the ad industry.
GroupM described it as a "three-year scaffolded experiential learning curriculum" tailored for the mentees.