• by Steve McClellan  @mp_mcclellan, November 16, 2011

Several Omnicom Group agencies are teaming with the University of Georgia’s Grady College of Journalism and Mass Communications to create a new fellowship designed to sharpen skills in the disciplines of advertising, marketing and public relations.

The college said it was the first time a program at its school was specifically designed to provide experience in an integrated fashion across the three disciplines; it is partly a reflection of the industry focus on integrated-marketing plans.

The new program comes as digital technology is rapidly transforming all aspects of marketing communications. Industry leaders have talked openly about the need for recruiting people equipped with the skills required to thrive in the sector’s constantly changing environment.

Participating Omnicom shops include BBDO Atlanta, Porter Novelli, Ketchum, Fleishman-Hillard, OMD, recruitment marketer Bernard Hodes Group, fund-raising and philanthropy consultant Changing Our World Inc., among others.

Commenting on the new fellowship, Chris Hall, president and CEO of BBDO Atlanta, stated: "The dynamics in the field are changing rapidly and require a broader perspective and facility with advertising, public relations, social media and beyond. The fellowship with Grady College allows for our organizations to participate in the development of top talent through this innovative program."

Dean Cully Clark of Grady College added: "We've offered internships with many great companies and are excited to bring an integrated approach with top agencies to our students. Grady has a rich history and reputation for being forward-thinking, and this program will keep the college at the leading edge for students who want to get into the marketing profession."

The program kicks off in January 2012 with its first three to five fellows. The parties said that the fellowship, which has a term of six months, is expected to expand over time.