An initiative to help jaded young agency creatives broaden their
experience by learning new skills, from screenwriting to producing
comedy scripts, is being launched by D&AD.
Its aim is to stimulate teams with two or three years' experience who
are worried about becoming "burned out" by the savage competitiveness
and intensity of the business.
The programme, called Workout, begins in October and is the culmination
of two years of research by D&AD into the problem.
Claire Fennelow, D&AD's director of education, said: "In the old days,
agencies had guys who had been around the place for years and who looked
out for the young teams. But it's not like that any more."
She added: "The result is that within two or three years of leaving
college, creatives often become very stressed. They want to learn more
but 'pure' advertising courses may be too narrow for them."
Patrick Collister, the executive creative director at ehs-realtime, and
Steve Punt, the comedy scriptwriter and performer, are two of the tutors
signed up for the 20-week programme. Sessions will take place at
specially selected venues such as theatres and comedy clubs.
The programme, consisting of 16 modules from which participants pick
eight, was devised with help from focus groups comprising creatives of
varying levels of seniority. If the first programme proves to be a
success, another one will be launched before the completion of the
Fennelow did not believe agencies would be reluctant to spend more than
pounds 1,000 putting young creatives through a course for fear of losing
them to other careers.
"If people are thinking of changing jobs then they'll do it anyway," she
said. "I think the risk is minimal."
Detailed information about the programme is available from D&AD on (020)