Advertising students at Xiamen University Malaysia (XMUM) can look forward to a more enhanced and collaborative learning experience following a memorandum of agreement (MOA) between Leo Burnett (LB Malaysia) and the university.

The MOA signatories were Leo Burnett Malaysia Chief Executive Officer Mr. Tan Kien Eng and Dr. Wang Changsong, Assistant Professor and Programme Coordinator of XMUM Advertising Programme.

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The event took place on January 8, 2019 at the university, and was attended by a great number of students from Advertising Programme. The students were very excited to witness this memorable moment and eagerly looked forward to opportunities brought by this partnership.

Following the agreement, Leo Burnett, one of the largest advertising agency worldwide under Publicis One, will work together with Xiamen University Malaysia to establish a framework of cooperation and coordination in Advertising Programme for the next two years.

Potential cooperation areas include information sharing of latest industry insights and real case studies, lectures and training assistance for academic purposes, pre-graduation internship opportunities for final year students, and other areas of cooperation upon mutual agreement. 

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In his speech, Mr. Tan said: “We always believe advertising and branding are never about selling products. It’s always about people and the purpose. We need to take into consideration the approach that serves true human needs.”

"We hope that through this collaboration with Xiamen University Malaysia, students will be able to truly embrace the real meaning and purpose of advertising.” 

Meanwhile, Dr. Wang expressed his pleasure at the collaboration and said that this exercise will enable students to strengthen their skills and knowledge before they enter the real working world.

"We are glad to be able to collaborate and build a connection with the leading advertising company such as Leo Burnett,” said Dr. Wang, “At Xiamen University Malaysia, we always encourage the formation of such partnership to get close in touch with the industry and community."

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