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12.09.2024

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“There is no skill in advertising”

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“The industry is like a band playing the same 4 notes – there are no original scores any more”

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methodology

Qualitative:

32 students aged 13-23

Course leaders at 2 universities

6 x careers specialists at schools and universities

In depth - mix of focus group in person and 1-to-1 online

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June - August 2024

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Quantitative

n=200

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Discussion flow

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Discussion flow

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Money�morality�(i)magination�marketing

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money

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money

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money

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Work-life balance?

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money-life balance?

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morality

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morality

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(i)magination

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It’s become KFC doing stupid things”

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“Why would I want to join an industry that bombards me with rubbish”

Business undergraduate

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segmentation

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marketing

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marketing

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marketing

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ideas

  1. Industry wide awareness drive - variety
  2. Greater agency presence on TikTok, Instagram
  3. Young Professionals UK (young-professionals-uk)
  4. Get on campus - careers fairs
  5. Engage with ‘champions’
  6. Engage with UCAS
  7. Parental engagement (schools)
  8. Times Top 100 employers
  9. Emphasise long term opportunity
    • long term employees
    • long term client relationships
  10. Branded Content

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“In a weird way it would be massively helpful if there was another MadMen”

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What next?