IPA forum lobbies for young creative teams

The country’s top creative directors have pledged to win a better deal for placement teams forced to live in near poverty while fighting to secure the few agency jobs that are on offer.

The country’s top creative directors have pledged to win a better

deal for placement teams forced to live in near poverty while fighting

to secure the few agency jobs that are on offer.



Their aim is to give young hopefuls more financial security and better

prospects of permanent jobs at the end of their placement periods.



All top 20 UK agencies will be asked to commit themselves to hiring at

least one placement team a year - with the threat of a public shaming if

they renege on their promise.



The initiative, by the IPA Creative Directors Forum, is intended to

deflect criticism that placements are no more than a source of cheap

labour for agencies, while providing young creatives with career

opportunities matching those of graduate trainee account people.



Chris O’Shea, the forum’s chairman, said: ’We know we can’t make the

system perfect but we can make it better. These young creatives are the

industry’s seedcorn.’



The action plan was drawn up after a meeting last month at which 23

young creatives either on placement or hoping to be offered one

explained their problems to O’Shea and his fellow forum members, Peter

Souter, Trevor Beattie and Dave Droga.



As a result, the forum is pressing the IPA to lobby the Government to

extend to young creatives the concession it already makes to young

musicians - they are treated as self-employed and have their benefits

protected if they take temporary assignments.



The forum hopes such a concession could encourage more women creatives

into the industry. ’I’m sure that one of the reasons so many women drop

out of the placement scheme at an early stage is because they don’t

relish the prospect of dossing down on a mate’s floor for weeks on end,’

O’Shea said.



Meanwhile, the forum will urge agencies to make their working

environments less intimidating for young creatives by supplying them

with a guide that provides basic information.



’It should tell them things like who they should show their work to, who

they should accept briefs from and how long they should spend on a job,’

O’Shea said. ’We’ve assumed they know these things, but they don’t.’



Topics