NEWS: BBH eyes European colleges for staff in pioneering strategy

Bartle Bogle Hegarty has given fresh impetus to the advertising industry’s search for high-calibre graduates by trawling prominent European universities and business schools for the first time.

Bartle Bogle Hegarty has given fresh impetus to the advertising

industry’s search for high-calibre graduates by trawling prominent

European universities and business schools for the first time.



BBH is hunting for eight to ten graduates, who must be fluent in

English, to start work in London in September 1996. About half of them

will be recruited nationally, while the rest will come from colleges in

France, Sweden, Italy, Spain and Holland.



Usually, BBH only recruits up to three graduates every two years. Its

new programme reflects the fact that accounts requiring multinational

advertising now make up 41 per cent of its client list.



BBH’s pioneering move comes at a time when graduate trainees are being

welcomed back into agencies in greater numbers than at any time since

the beginning of the recession.



Posters are being flyposted in the chosen colleges a month before BBH’s

recruitment team arrives. They feature the transvestite from the Levi’s

commercial, ‘taxi’, with the headline: ‘Either sex may apply.’

Applicants have to write two 100-word pieces on issues faced by the

agency in recent months, such as whether sex should be allowed in

advertising and if international campaigns can ever be truly effective.



Katie Lord, the BBH account director responsible for its roadshow team,

said: ‘We already have about 11 different nationalities working here.

We’ve created a European milk round to find the highest-calibre

students, with a passion for great ads.’



The successful applicants will do stints in all of the agency’s

departments and external placements in other disciplines at affiliated

agencies.



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