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If they can have a good idea that works in the confines of a print ad, they'll be able to have a good idea that works as an activation, script etc. At that level, print is a good test of their thinking.
It's a fair point that print is a good test, but it's more of a place to start. Finishing a course with only print doesn't feel like enough considering how far the world has come in terms of technology and how people are advertised to. Even if someone's print ad in your eyes shows they're capable of producing a good actuation etc, the thinking isn't in their portfolio's when it should be. It's not their fault, but down to the courses and unis in my eyes.
I go beyond. What's up with print ads at all? I mean, who reads magazines these days? Print ads are the biggest awards-bait ever. Unless it's a change in category, e.g. pee on this ad. I'm not even looking at it.
I specifically make sure that when I’m on the underground I immediately and exclusively only gaze and my phone and/or the floor. I’ve crashed more than one car as I close my eyes whenever passing a billboard. Such is my disdain for anything analog.
It’s important to know how to communicate an idea in its simplest, static form before you venture off.
And a press ad is basically just a billboard/social post/banner/short form vid in a different shape. So it seems more archaic than it is on the surface.
Anecdotally, I’d say grads don’t know the basics enough. Certainly lacking in CW or AD craft skills. Their books are often full of award-bait activations, which obviously reflects the industry (a useful thing) but does mean they struggle pitching brand platform ideas (a less useful thing). That in turn has meant creatives have won awards for said activations, and climbed ranks in recent years because of that…but still lack core ad skills (I.e killer posters, strong script writing, iconic endlines etc).
My partner and I are both from courses run by people in their 50-60s. We were told to do print, tv and anything else was just cherries.
I don’t think they were being wilfully like this though - They were genuinely amazed whenever we brought ideas with 3D or AR. I think ad school is just a bit behind because of who’s in charge. 👴
Once we started getting crits we realised
I’d hire someone with good ideas and mediocre execution (or indeed, just print) over someone with loads of beautifully crafted assets and bland ideas any day of the week. Craft is important but it’s secondary. We’re the ideas guys, we have whole other teams dedicated to execution.