Amazing. Would an agency buy air space without investigating the
potential audience? Don’t be daft. Do agencies produce campaigns without
agreeing suitable objectives with their client? Yeah, right. Does the
advertising industry look for new talent among students without an
advertising or communications degree? Well...now you come to mention
What are you saying you makers of ads? Amanda Mackenzie talks of
‘getting tougher not softer’ with graduates (Campaign, 3 November), but
why no mention of getting smarter?
Perhaps the recruitment of graduates who have obtained relevant degrees
in... wait for it... advertising is just too obvious. Universities
provide graduates with vocational and academic qualifications, so why
not take advantage of what they have to offer?
Perhaps D’Arcy Masius Benton and Bowles is happy with Mackenzie getting
‘tough’ in the field. The rest of industry should be aware of the farm
shop where the wheat has been picked and is ready to use.
The question is not how to separate the wheat from the chaff but,
Mackenzie, are you shaking hard enough?
Martin Fitch, David Williams Advertising management students,