NEWS: IPA initiates university ‘twinning’ scheme

A ‘twinning’ scheme to link Britain’s biggest agencies with major universities is being planned to raise advertising’s status with the marketers and agency practitioners of the future.

A ‘twinning’ scheme to link Britain’s biggest agencies with major

universities is being planned to raise advertising’s status with the

marketers and agency practitioners of the future.



The Institute of Practitioners in Advertising will act as the

‘matchmaker’ for the programme, which is intended to give marketing

students a greater understanding of the advertising industry.



Saatchi and Saatchi, J. Walter Thompson, Bartle Bogle Hegarty, BMP DDB

Needham and Simons Palmer Denton Clemmow and Johnson have already

committed themselves to taking part and the IPA is hopeful that all the

top 20 UK shops will sign up.



James Best, BMP’s chairman, who headed the working party, claimed that

the primary aim of the scheme was not to increase the quality of

graduates applying for agency jobs.



‘Obviously, the better informed students are about advertising, the

better the quality of our recruitment will be,’ he said. ‘But the most

important thing is that we don’t miss the opportunity to show people how

agencies work, whether they decide to work in advertising or become

clients.’



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