The document discusses problems with the current advertising recruitment system and proposes an alternative solution. Specifically, it notes that the current system provides imperfect learning opportunities with mediocre briefs, little feedback, and revisions. It then suggests creating an online creative mentorship program that would provide straight paths from talent to advertising and from advertising to talent through monthly briefs, feedback, and the chance to learn from experienced mentors.

1. “ Advertising is not a profession.” Richard Huntington

2. You learn by doing.

3. Especially when there’s someone to look after you.

4. Two problems:

5. 1. You learn within an imperfect system

6. 2. How the f**k do you get into the system?

7. 1. The system

8. Mediocre Brief Little time for ideas Poor feedback Lots of revisions Even less time for ideas Even poorer feedback Gets approved You shoot Don’t recognize your idea Mediocre brief

9. Literally, you do not have the right setup for learning

10. 2. How do you get into the system?

11. Perception: “it’s hard to get into advertising” Reality: “it’s not hard, only a bit too mysterious”

12. it’s the result of a (dubious) recruitment process and not the outcome of a transparent selection process

13. 3. How does advertising get the best talent?

14. trial and error

15. solution

16. a tool that offers the benefits of the system without its shortcomings

17. a tool that offers a straight path from talent to advertising

18. and a straight path from advertising to talent

20. Aaa.. M cCann Creative Me ntor-what!? An interactive creative guidance program An online community of future h otshot creatives The chance to learn from the ex perience of master practitioners

21. How does it work?

22. You will be receivin g a brand new brief each month. Solve it in two weeks. Get feedback within the following week. Get back to work for on e more week, and see if you can come up with the big idea.

23. the co ncept

25. How to get in?

26. we challenge yo u to try your hand you hit us with y our best shot we take a look a t it and then you’re in

28. Who are the mentors?

29. senior creative people and guests from related creative fields

30. Coming M ay 20th In the meantime, c heck out the blog at http://creativement orship.blogspot.com/

31. Si da, e p e bune!