20 out, 2017

JWT London's Advertising Unlocked Day

College V2

The Institute of Practitioners in Advertising (IPA) held an Advertising Unlocked Day – an open house-style event in the UK that aimed to show those curious about a career in advertising what it’s like to work in the industry. This day was introduced in response to an apprenticeship levy that has come into play recently in the UK. This means that apprenticeships will be more commonplace across our industry.

On September 29th, J. Walter Thompson London opened their doors for the Advertising Unlocked Day.  

The theme of their individual day was called, “Seriously Silly Discussions,” which was promoted through posters and across social media. The agency welcomed 28 attendees who were between the ages of 16 and 26. The discussions throughout the day were crafted for the attendees who perhaps hadn’t previously considered advertising to be for them, or were unsure how to get into the industry.  

To start the day, there was a trivia activity focused around identifying notable logos and slogans. This introduction was followed by several talks from employees in key departments within the agency.

Each speaker has chosen a “seriously silly” quote to illustrate the role of their department within the agency. These quotes included “How to turn Gatwick Airport into a river,” in relation to the HSBC Living River project, and “Hi. Please can we shave your cow?” in relation to the role of creative production in bringing ideas to life.  

Following these discussions, the attendees were then split into teams and given a creative challenge. Each team had 45 minutes to develop an idea and a social media campaign. After the ideas were presented, the winning team was announced, and each person on the winning team won a day to shadow someone in a department of their choice. After a packed day of activities, attendees and employees came together to have a general discussion about careers.  

According to the IPA, approximately 97% of people who participated in this Advertising Unlocked Day would now consider a career in the advertising industry.

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