LETTERS: RECRUITMENT; Pick your recruits from universities

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 it...

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

it...



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,

Bournemouth University



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