In October 2012, I traded in a career in local government for an award-winning advertising graduate scheme in London. From 500 applicants, I was selected along with 50 other hopefuls to interview, based on our creative responses to a tricky application form which demanded I sell a coat hanger in 300 words. I was then offered a place on the scheme with five others, with two jobs up for grabs at the end – a bit like The Apprentice.
I was ultimately unsuccessful, but I used this fantastic experience to get my foot in the door. I now work for a major advertising agency in London supporting a global account. The following tips will demonstrate that regardless of who you are, or how you eat your Cadbury's Creme Egg, if you can show you have the right qualities during application and interview, you've got a shot.
Get in the right frame of mind
Ad grad applications are notoriously perplexing. So, when you plonk yourself in front of the application form and think: "How the bloody hell am I going to address this completely arbitrary subject?", like coat hangers, for example, don't panic. You're not applying to be a banker or a barrister; you're engaging the side of your brain that's not burdened by budgeting or revising. The fun side. This is the moment in your day to extinguish day-to-day preoccupations with your creative spark. All of my successful ad application ideas were conceived using an iPhone notes app at 3am. This was my playground. Find yours.
Give yourself time
Experience has taught me that although my initial ideas were pants, my good ideas would eventually evolve from those first brainwaves. Allow yourself the luxury of returning to that exasperating question with a fresh mind, a day or even a week later. Allow your ideas to evolve organically. But if you're still formulating an idea an hour or so before deadline, don't bother. Move onto to the next idea, otherwise your answers will be equally unworthy.
Reflect your personality and be bold
Remember this isn't a dissertation. This is an opportunity to reflect your sparkling wit and daring imagination. And if, like me, you enjoy attempting to be funny, work in a bit of humour. Convey any aspect of your personality that you think will support your application. You also need to think big. For the larger agencies you will be competing with more than 400 applicants. You need to stand out. Forget convention and embrace your interpretation of the weird and wonderful. For example, when I was asked to think of a new Olympic sport, I devised a low budget airline assault course. This is not, however, a Big Brother audition. There are no brownie points for wielding a larger than life personality furnished with nonsensical ramblings. Yes, be bold, interesting, memorable and think outside the box, but don't be famous for being famous.
Think about writing style
You may have conceived a use for a coat hanger that will revolutionise life as we know it, but if you cannot articulate and deliver your idea in an interesting fashion, your coat hanger will remain in the cupboard. Think about your approach and demand their attention from the first line.
Consider this scenario. It's 12.55pm and a room of hungry account managers and executives are trawling through a sea of hopeful applications. It's fish and chips day in the agency canteen. One of the managers picks your application from the pile just as their subconscious drifts to an extra large helping of mushy peas. The smell of tartar sauce and lemon wedges linger. Now read back your application. Does your application slap the heavenly aroma from the manager's nostrils and momentarily satisfy his or her appetite with a banquet of well-written, stimulating prose, or is your application a mere stodgy starter? If aspects of your application resonate with the latter, take a break and tackle version two with a fresh mind.
Use contacts and get work experience
Whether your next-door neighbour happens to be Martin Sorrell, or your brother's butcher's bridesmaid once dabbled in a bit of branding, ask whatever contact you have for some invaluable experience. And remember, a lot of people don't have the luxury of being in a position to work for free, so take advantage of this privilege by making your mark however you see fit. Also, don't leave without speaking to everyone in the building. You're only one conversation away from being remembered when a vacancy arises.
Not having any luck with grad schemes? Fear not
Look beyond account management. A foot in the door at an ad agency is not exclusive to account management. Look for roles as a runner, receptionist, HR assistant or PA. You will meet lots of people. Have a beer with them. As a helpful and personable runner who's not stingy when it comes to getting a round in, you'll be first in line when a vacancy arises.
Contact recruitment agencies and check out The Institute of Practitioners in Advertising. The IPA website is a great source for account executive roles. Also target recruitment agencies that specialise in the creative industry. Ping them your CV and follow up with a phone call. It's worth noting, if you have no experience at all, you will be a hard sell even for the most efficacious consultant.
This blog was written by the Undercover Ad Man, a global account executive at a major agency. You can follow him @hADgridLDN.
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