Agency creative directors are being urged to stop taking placements
and end a system long criticised for exploiting young teams.
Instead, placement teams should be treated like any other agency recruit
by being put on the payroll, paid at least the minimum national wage,
given a three-month trial and fired at the end of it if they are not
The move comes from the IPA Creative Directors Forum, which has been
investigating the system and its shortcomings.
In a letter to the creative directors of the UK's top 50 agencies, Chris
O'Shea, the forum's chairman, said: 'Basically, it confirms what we all
probably know - the whole thing is a mess.'
Forum members believe the system benefits neither agencies nor young
creatives operating in a market so competitive that only about 15 per
cent of them will succeed in getting permanent jobs.
The system is also blamed for the massive lack of women creatives.
If creative directors agree to commit to ending the system, the forum
will ask the IPA Council to make the outlawing of placements official