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