The document provides information on the second year progress report of the Diagonal Thinking Self-Assessment tool. Over 11,000 people have registered for the assessment since its launch in 2008, with around 55% completing it. In the second year, there was an increase in under-25s, students, unemployed individuals, and those from non-white backgrounds taking the assessment compared to the first year. The assessment identifies 'Diagonal Thinkers' who display both linear and lateral thinking abilities. Feedback found the tool was useful for career guidance, especially among under-25s, though recruitment staff in advertising agencies could make better use of the assessment.

1. THE DIAGONAL THINKING
SELF-ASSESSMENT
SECOND YEAR PROGRESS REPORT
‘A NEW WAY TO UNCOVER
THE TALENT FOR ADLAND’
www.diagonalthinking.co.uk

3. 3
CONTENTS
Foreword 4
Background to Diagonal Thinking 5
Management Summary 6
Taking the Self-Assessment 7
Who Completed the Self-Assessment? 10
Identifying Diagonal Thinkers 13
Comparing Diagonal Thinkers with other Thinking Types 14
How did Completers of the Self-Assessment hear about it? 17
Survey of Self-Assessment Completers 2010 18
Notes on the Analysis of the Self-Assessment Results 22
Sample Certificate 23
Testimonials 24
Acknowledgements 25

4. 4
FOREWORD
Diagonal Thinking has had another successful year with an additional 5,008 people taking (and
2,868 completing) the free online assessment and profiling tool. Of these, 350 people were
identified as Diagonal Thinkers. As to who is taking it, the findings in the management summary
on page 6 are encouraging; more under-25s, more people from non-white backgrounds and more
people who have studied outside the UK.
I believe that Diagonal Thinking is playing a useful role in helping newcomers to our industry to
better understand their thinking style and to identify their strengths and approach to work: it’’s an
important step for them in considering an agency career.
However it is important to remember that there is no right or wrong in the complex area of the
mind and that, used wisely, this tool is as much about development as it is about assessment.
Agencies are using Diagonal Thinking as part of their graduate intake programmes and also as part
of their approach to career development and promotion. The application of this free online tool in
these areas aids both the employer and employee in identifying how to make best use of their
talents.
We are aware that agencies may well have their own selection processes in place and it’’s important
to point out that Diagonal Thinking is not intended to replace these, but is an addition that can
provide a little more rigour to current recruitment processes at low risk and nil cost.
In the spirit of Diagonal Thinking, I would ask you to take a fresh look at the data and see how this
helpful tool might assist you and your people in the future.
Liz Nottingham
Chair, IPA People Management Group
HR Director, Starcom MediaVest Group
Country Talent & Transformation Officer, VivaKi

5. 5
BACKGROUND TO DIAGONAL THINKING
In 2003, the IPA embarked upon a project called Diagonal Thinking to understand better what
makes people in advertising, media and marketing communications agencies tick. The theory,
originated by IPA Director General Hamish Pringle, was that the most successful people working in
agencies are both linear and lateral thinkers. In short, they think diagonally.
To test this hypothesis, John Gage and Sarah MacPherson of consultancy AgencyPeople were
engaged to carry out a piece of exploratory small-scale pilot research among agency high-flyers.
Encouragingly, this seemed to give an initial validation of the Diagonal Thinking hypothesis. On
this basis AgencyPeople were commissioned to carry out a second stage comprising a programme
of research of sufficient scale to give confidence in the findings.
This second stage research was completed amongst five discipline cohorts of account management,
account planning, media planning, media buying and creative people. Creative & Cultural Skills
Council recognised the value of the research and co-funded the final cohort. The total sample of
100 is statistically significant with the sub-samples being valid as recruitment benchmarks, and the
results were exciting. The hypothesis was validated amongst these bigger samples of people within
each of the core agency disciplines, and there was also evidence that star employees had more of
this special thinking ability than average performing employees.
These top brains in commercial creativity are innovative, can explain concepts in both rational and
emotional terms, have a broad range of interests and a passion for execution. They can be highly
logical but link ideas hitherto seen as remote from each other. They want to do work that is
creative, but also for it to have a practical impact.
The full Diagonal Thinking diagnostic uses a unique cocktail of psychometric tests designed to
identify people who combine these thinking styles, and is appropriate for use in professional
recruitment, but is too expensive to apply on a mass scale. The IPA wished to provide a more
widely available practical application of the research and this has been achieved via the free, online,
entry level Diagonal Thinking Self-Assessment, jointly designed and developed by digital agency
V-On and consultancy AgencyPeople.
Thus the Diagonal Thinking Self-Assessment measures two components: linear (or rational)
thinking, and lateral (or creative) thinking. Linear thinking is defined as the ability to reason
analytically and logically. In the Self-Assessment participants are asked to complete a critical
reasoning questionnaire after reading passages of information on every-day occurrences, and
answer questions such as: ““Can this statement be inferred from the previous passage?””
On the other hand, lateral thinking is about creating new ideas and making links between ideas
that were not previously connected. So participants are given scenarios such as: ““How would you
encourage people to recycle more?’’’’ and asked to think of as many answers as they can, in a set
amount of time. Applicants complete the assessment online and can print out their scores, which
they can then use as the basis of an application for one of the various roles in the advertising
industry.
The Self-Assessment is not designed to screen out applicants, but rather to act as a career guidance
tool to inform people as to the degree to which they are Diagonal Thinkers. This will help ensure
that a more diverse mix of people is encouraged to apply to the industry based on their special
thinking ability, who may otherwise have been put off by fears that they may not have the
appropriate background. Applicants can also show their results to prospective employers, as
preliminary evidence that they are Diagonal Thinkers and hence are more likely to succeed in
advertising and marketing services.

6. 6
MANAGEMENT SUMMARY
It is now just over two years since we launched the Diagonal Thinking Self-Assessment, and some
11,360 individuals have registered to take it. Of these, 6,269 (55.2%) went on to complete it, with
933 discovering that they have a special skill which is only possessed by about ten percent of the
UK population: they are Diagonal Thinkers.
Over 1,200 individuals from multicultural backgrounds have completed the Self-Assessment and
thus, as hoped, it is helping to provide wider access to the advertising, media and marketing
services agency business.
The second year of the scheme shows a significantly higher number of under-25s, students and the
unemployed taking the Self-Assessment. There has also been a welcome increase in the proportion
of individuals from a non-white background and an increase in the proportion of those who have
studied outside the UK.
The response to the feedback questionnaires sent out to everyone who completed the Diagonal
Thinking Self-Assessment indicates that 63% of all respondents and 73% of those aged under-25
found the Self-Assessment useful in guiding their career choice.
However, there are still concerns, as there were at the end of the first year of the scheme, that the
people responsible for recruitment in IPA member agencies are not as aware of the usefulness of
the Diagonal Thinking Self-Assessment as they should be, or are not using it to the extent that they
might.

7. 7
TAKING THE SELF-ASSESSMENT
How Many?
Since the launch of the Diagonal Thinking Self-Assessment on the 16th September 2008, 11,360
people have registered to take the Self-Assessment. Of these 6,269 (55.2%) went on to complete
the full Self-Assessment.
A total of 6,352 individuals took the Diagonal Thinking Self-Assessment during the first year of the
scheme with 3,401 completing it and 2,951 registering but not completing.
A total of 5,008 individuals took the Diagonal Thinking Self-Assessment during the second year of
the scheme with 2,868 completing it and 2,140 registering but not completing.
Figure 1: Self––Assessment Completion Rates by Month
84
93
108
114
98
102
97
112
108
97
108
92
89
104
120
99
105
101
87
108 108 109
104 105 104
0
20
40
60
80
100
120
140
0
200
400
600
800
1000
1200
1400
1600
Non Completers Completers Index of percentage completing
Excludes all individuals taking/completing test on more than one occasion
Launch
publicity
Guardian
exposure
Year 1 progress
report

8. 8
Who took the Self-Assessment?
Registering for the Self-Assessment is a matter of personal choice. The profile of takers of the Self-
Assessment is therefore skewed compared to the population as a whole.
Table 1 shows the profile of those registering to take the Diagonal Thinking Self-Assessment in Year
2 of the programme versus those registering to take it in Year 1.
The profile of the Self-Assessment takers differed in the second year as follows:
In terms of gender, the proportion of females taking the Diagonal Thinking Self-Assessment
increased from 53.2% to 56.2% (an index of 106).
In terms of age, the second year of the programme saw a significant increase from 47.0% to
60.3% of under-25s taking it (index 128), whilst the number of those aged 35 or over fell
sharply from 22.5% to 11.8% (index 52).
Year 2 of the programme showed an increase in the number of students of all types taking
the Self-Assessment, up from 39.9% to 50.3% (index 126), and a significant increase in the
number of unemployed individuals - up from 6.3% to 11.1% (index 176).
In terms of university type, there was a significant uplift in the proportion of individuals
who had studied at universities and colleges outside of the UK taking the Self-Assessment -
up from 8.7% to 13.8% (index 159).
In terms of ethnicity, Year 2 of the programme saw more individuals who were not White
British taking it, with particular increases among Asians (up from 4.6% to 7.4%), those of
Black origin (up from 4.0% to 5.3%) and those of other origins (up from 5.3% to 7.5%). The
proportion of individuals taking the Self-Assessment whose first language was not English
increased from 13.4% to 18.0% (index 134).

9. 9
Table 1: Profile of Self-Assessment Takers
Year 1 Year 2 Total Index*
6,352 5,008 11,360
Gender
Profile Profile Profile
Men 46.4% 43.1% 44.9% 93
Women 53.2% 56.2% 54.5% 106
Age
Under-25 47.0% 60.3% 52.9% 128
25-34 30.4% 27.9% 29.3% 92
35+ 22.5% 11.8% 17.8% 52
University Type**
Russell Group 23.1% 21.2% 22.3% 92
Other Top 50 14.0% 12.1% 13.2% 86
Other Top 114 (51-114) 28.0% 25.9% 27.1% 93
Other UK 7.9% 5.7% 7.0% 72
Non UK 8.7% 13.8% 10.9% 159
Employment Type
Student - School 3.5% 4.4% 3,9% 126
Student - Undergrad 27.5% 34.0% 30.4% 124
Student - Postgrad 6.7% 9.0% 7.7% 134
Student - Other 2.2% 2.9% 2.5% 132
All Students 39.9% 50.3% 44.5% 126
Employed - Advertising 16.9% 9.3% 13.5% 55
Employed - Other 32.7% 25.3% 29.4% 77
Unemployed 6.3% 11.1% 8.4% 176
Other 4.2% 4.0% 4.1% 95
Ethnicity
White British 66.0% 55.0% 61.1% 83
White - Other 16.5% 20.9% 18.4% 127
All White 82.4% 75.9% 79.6% 92
Asian 4.6% 7.4% 5.8% 161
Black 4.0% 5.3% 4.5% 133
Mixed Race 3.7% 3.9% 3.8% 105
Other 5.3% 7.5% 6.3% 142
All Non-White 17.6% 24.1% 20.4% 137
English Language
Yes 86.6% 82.0% 84.6% 95
No 13.4% 18.0% 15.4% 134
Disabled
Yes 0.9% 1.1% 1.0% 122
No 99.1% 98.9% 99.0% 100
Dyslexic
Yes 5.2% 5.1% 5.1% 98
No 94.8% 94.9% 94.9 100
*An index is used to show the relative strength or weakness of a particular demographic group, with 100 being average.
** Not coded for all respondents.

10. 10
WHO COMPLETED THE SELF-ASSESSMENT?
The first year of the Diagonal Thinking Self-Assessment programme indicated that only 53.5% of
those who started the Self-Assessment actually went on to complete it. In Year 2 of the programme
this figure increased slightly to 57.3%.
Table 2 shows the profile of those completing it in Year 2 of the programme versus those who
completed it in Year 1. Not surprisingly this profile is broadly reflective of those who registered to
take the Self-Assessment with increased completers among under-25s (index 121), students (index
114), the unemployed (index 172), those from non-UK universities (index 149), those from a non-
white background (index 132) and those whose first language was not English (index 136).

11. 11
WHO COMPLETED THE SELF-ASSESSMENT?
Table 2: Profile of Self-Assessment Completers
Year 1 Year 2 Total Index
3,401 2,868 6,269
Profile Profile Profile
Gender
Men 43.5% 44.5% 44.0% 102
Women 56.2% 54.9% 55.6% 98
Age
Under-25 52.0% 63.1% 57.1% 121
25-34 27.4% 27.0% 27.2% 99
35+ 20.6% 9.9% 15.7% 48
University Type*
Russell Group 24.0% 21.7% 23.0% 90
Other Top 50 14.5% 12.9% 13.2% 89
Other Top 114 (51-114) 28.3% 29.1% 27.1% 103
Other UK 8.3% 5.9% 7.0% 71
Non UK 8.5% 12.7% 10.9% 149
Employment Type
Student - School 3.5% 3.3% 3.9% 94
Student - Undergrad 32.3% 37.2% 30.4% 114
Student - Postgrad 7.2% 8.7% 7.7% 121
Student - Other 2.4% 2.5% 2.5% 104
All Students 45.3% 51.7% 44.5% 114
Employed - Advertising 12.2% 7.9% 13.5% 65
Employed - Other 31.1% 24.1% 29.4% 77
Unemployed 7.2% 12.4% 8.4% 172
Other 4.2% 4.0% 4.1% 95
Ethnicity
White British 66.3% 56.1% 61,1% 85
White - Other 16.2% 20.8% 18.4% 128
All White 82.5% 77.0% 79.6% 93
Asian 4.6% 7.5% 5.8% 163
Black 3.6% 4.9% 4.5% 136
Mixed Race 4.0% 3.2% 3.8% 80
Other 5.3% 7.4% 6.3% 140
All Non-White 17.5% 23.1% 20.4% 132
English Language
Yes 86.3% 81.4% 84.6% 94
No 13.7% 18.6% 15.4% 136
Disabled
Yes 0.8% 0.7% 1.0% 88
No 99.2% 99.3% 99.0% 100
Dyslexic
Yes 5.0% 4.9% 5.1% 98
No 94.9% 95.1% 94.9% 100

12. 12
Profile of the Thinking Types
Table 3 below shows the profile of the 6,269 people who have completed the Diagonal Thinking
Self-Assessment by their thinking type.
The profile in Year 2 of the programme saw a decline in the proportion of Diagonal Thinkers from
17.1% to 12.2%, whilst the proportion of High Lateral Thinkers fell from 11.9% to 9.3%. This is
reflective of the fact, as showed by Figure 2 and Table 4 that follow, that over the two years of the
programme these two groups are biased towards those over the age of 35, those employed in
advertising, those from a White British background and those whose first language is English and,
as the earlier tables show, these groups have been less represented in Year 2 of the programme.
Table 3: Profile of the Thinking Types
Year 1 Year 2 Total Index
3,401 2,868 6,269
Profile Profile Profile
Diagonal Thinkers 17.1% 12.2% 14.9% 71
High Lateral Thinkers 11.9% 9.3% 10.8% 78
High Linear Thinkers 35.0% 36.0% 35.5% 103
Other Thinkers 35.8% 42.5% 38.8% 119

13. 13
IDENTIFYING DIAGONAL THINKERS
Figure 2 compares the profile of Diagonal Thinkers to the profile of the 6,269 people who
completed the Diagonal Thinking Self-Assessment.
100 50 0 50 100
Men
Women
Aged under 25
Aged 25 34
Aged 35+
University type Russell Group
University type Other Top 50
University type Other Top 114 (51 114)
University type Other UK
University type Non UK
Employment type Student School
Employment type Student Undergrad
Employment type Student Postgrad
Employment type Student Other
Employmenttype Employed Advertising
Employmenttype Employed Other
Employmenttype Unemployed
Employment type Other
Ethnicity White British
Ethnicity White Other
Ethnicity Asian
Ethnicity Black
Ethnicity Mixed Race
Ethnicity Other
English Language Yes
English Language No
Disabled Yes
Disabled No
Dyslexic Yes
Dyslexic No
Figure 2: Diagonal Thinkers index vs. Completers
107
137
89
103
147
87
110
76
66
82
103
44
133
120
112
116
98
47
36
85
107
55
62
168
104
99
100
86
115
90
.
Figure 2 shows that the groups who are more likely to be Diagonal Thinkers are women (107),
those aged 25-34 (103), those from the best universities (137), post-graduates (103), those
currently employed in advertising (133) and those employed in other industries (112), White British
(116) and those having English as their first language (107).

14. 14
COMPARING DIAGONAL THINKERS WITH OTHER THINKING TYPES
Table 4 compares each of the four thinking groups’’ profiles to that of all Self-Assessment
completers to provide a comparative profile for each thinking group. The indices are colour
coded –– red for above average (100) and blue for below average.
Table 4: Profile of the four thinking types
Diagonal Thinkers High Lateral High Linear Other
Gender
Men 90 111 92 108
Women 107 89 107 94
Age
Under-25 86 91 100 108
25-34 103 90 105 97
35+ 147 146 91 77
University Type
Russell Group 137 93 117 72
Other Top 50 115 119 101 88
Other Top 114 (51-114) 87 103 88 115
Other UK 110 107 89 104
Non UK 76 80 120 96
Employment Type
Student - School 66 100 83 128
Student - Undergrad 82 83 98 113
Student - Postgrad 103 77 108 98
Student - Other 44 135 90 121
Employed -
Advertising 133 167 86 82
Employed - Other 120 106 105 87
Unemployed 89 68 112 103
Other 112 108 102 91
Ethnicity
White British 116 112 96 94
White - Other 98 85 111 95
Asian 47 95 94 127
Black 36 60 94 141
Mixed Race 85 69 98 116
Other 55 64 115 48
English Language
Yes 107 107 98 97
No 62 57 112 116
Disabled
Yes 168 154 82 75
No 99 99 100 100
Dyslexic
Yes 104 161 85 95
No 100 96 101 101

15. 15
The comparative differences in the four thinking groups were as follows.
Gender
Compared to the profile of all completers of the Self-Assessment, women were more likely to be
Diagonal Thinkers (107) and High Linear Thinkers (107), whilst men had a higher propensity to be
High Lateral Thinkers (111) and Other Thinkers (109).
Age
Under-25s tended to be below average Diagonal Thinkers (86) and High Lateral Thinkers (91),
average High Linear Thinkers (100) and above average Other Thinkers (108).
Those aged 25-34 were more likely to be Diagonal Thinkers (103) and High Linear Thinkers (105)
but below average High Lateral Thinkers (90) and Other Thinkers (97).
Those aged 35+ indexed at 147 for being Diagonal Thinkers, 146 for being High Lateral Thinkers
and registered below average for High Linear Thinkers (91) and well below average for Other
Thinkers (77).
The pattern of these results indicates that high scores in either Lateral or Linear Thinking or both,
i.e. Diagonal Thinking, improve with age –– this is particularly so for High Lateral Thinking.
University Type
The Russell Group universities were significantly above average in producing Diagonal Thinkers
(137) and High Linear Thinkers (117), slightly below average in producing High Lateral Thinkers
(93) and well below average (72) in producing Other Thinkers.
Other top 50 UK universities indexed at 115 for Diagonal Thinkers, 119 for High Lateral Thinkers
and 101 for High Linear Thinkers.
The top 51-114 UK universities produced a below average proportion of Diagonal Thinkers (87),
above average High Lateral Thinkers (103), below average High Linear Thinkers (88) and above
average Other Thinkers (115).
Other UK universities/colleges not classed in the top 114 universities indexed at 110 for Diagonal
Thinkers, 107 for High Lateral Thinkers and 104 for Other Thinkers.
Non-UK universities have so far proven to be below average in producing Diagonal Thinkers (76)
and High Lateral Thinkers (80) but are well above average at producing High Linear Thinkers
(120).
In summary, the top UK universities tend to produce a higher proportion of those people achieving
High Linear and/or Lateral Thinking scores.

16. 16
Employment Type
The results for employment type echoed those found for age. Younger students (i.e. at school, still
studying) had a greater propensity to be classified as Other Thinkers than older students (i.e.
postgraduates) and the employed. Diagonal Thinkers were more likely to be postgraduate students
(103), those employed in advertising (133) and those employed in other industries (120).
High Lateral Thinkers had a greater propensity to be employed in advertising (167) or employed in
other industries (106), whilst High Linear Thinkers were more likely to be employed in other
industries (105) or unemployed (112).
Ethnicity
White British were more likely to be Diagonal Thinkers (116) or High Lateral Thinkers (112).
Those from Asian (127), black (141) and mixed race (116) backgrounds were more likely to be Other
Thinkers.
English as a First Language
Those with English as a first language were found to be more likely to be Diagonal Thinkers (107)
and High Lateral Thinkers (107).
Those without English as a first language were more likely to be High Linear Thinkers (112) or
Other Thinkers (116).
Taking an overview of the last two categories, these would indicate that language and culture have
a significant effect on being both a Diagonal and a High Lateral Thinker, whilst they do not appear
to be such strong indicators for being a High Linear Thinker.

17. 17
HOW DID COMPLETERS OF THE SELF-ASSESSMENT HEAR ABOUT IT?
Completers of the Self-Assessment found out about it from a range of sources. Of the named
sources, the Careers Service (22.3%) was the largest, followed by University/College (18.5%), then
Friends/Relatives (14.6%) and Professional Journal (10.0%), although the largest source was
Others at 34.6%.
The source of awareness varied by thinking type, and this reflected the takers’’ age and employment
make-up. Diagonal and High Lateral Thinkers, who tend to be older, were more likely to find out
about the Self-Assessment from Professional Journals, whilst High Linear Thinkers were more
likely to have Careers Services as a source and the younger, Other Thinking category featured
College/University and Friends/Relatives more.
Professional
Journal
10% College/University
18%
Friend/Relative
15%
Careers Service
22%
Other
35%
Figure 3: How did completers of the Self Assessment
hear about it?

18. 18
SURVEY OF SELF-ASSESSMENT COMPLETERS 2010
In November 2010 a survey was undertaken among those individuals who had completed the
Diagonal Thinking Self-Assessment during the second year of the scheme. All completers were
invited to take part in the survey by email with 159 submitting a response.
Main Findings
The vast majority of respondents had found the Diagonal Thinking Self-Assessment to be useful to
them personally with 28% indicating that they had found it very useful and a further 46% slightly
useful.
Very useful
28%
Slightly useful
46%
Neither useful or
unuseful
18%
Slightly unuseful
2%
Not at all useful
6%
Figure 4: How useful has the Diagonal Thinking Self
Assessment been to you personally
12% of respondents had found the Diagonal Thinking Self-Assessment to be very useful to them
professionally whilst a further 37% had found it slightly useful.
Very useful
12%
Slightly useful
37%
Neither useful or
unuseful
34%
Slightly unuseful
4%
Not at all useful
13%
Figure 5: How useful has the Diagonal Thinking Self
Assessment been to you professionally

19. 19
Shown below are selected verbatim comments from individuals who had found the Diagonal
Thinking Self-Assessment useful on a professional level.
““The Self-Assessment made me realise my full potential and gave me more inspiration to
gain a career in advertising, as I scored highly. It is also a great tool for interviews.””
““It was a key factor in getting a placement in the industry. It also taught me about the
types of thinking that are useful in this kind of work. Verified my thoughts that this would
be a good career for me.””
““It has helped me realise where my strengths lie. I previously thought I was more creative
but the test revealed I am more analytical.””
““Since taking the Self-Assessment and including the certificate along with my CV, I have
had an increase in job interviews.””
Over 70% of respondents indicated that they would recommend the Diagonal Thinking Self-
Assessment to others whilst only 13% would not recommend it.
Very likely
37%
Quite likely
36%
Neither likely or unlikely
15%
Quite unlikely
4%
Not at all useful
13%
Figure 6: How likely are you to recommend taking the
Diagonal Thinking Self Assessment to a friend

20. 20
Among those who had found the Diagonal Thinking Self-Assessment useful professionally the level
of advocacy rises to 88%.
Very likely
54%
Quite likely
34%
Neither likely or unlikely
5%
Quite unlikely
3% Not at all useful
13%
Figure 7: How likely are you to recommend taking the
Diagonal Thinking Self Assessment to a friend
Base: Found the Diagonal Thinking Self-Assessment useful professionally
63% of respondents indicated that they had found the Diagonal Thinking Self-Assessment useful in
considering their future career direction.
Agreestrongly
16%
Agree
47%
Neither agree nor
disagree
19%
Disagree
12%
Not at all useful
13%
Figure 8: Extent agree –– I found the results useful in
considering my career direction
60% of respondents indicated that the Diagonal Thinking Self-Assessment provided a fair
reflection of their creative abilities, whilst 69% felt it provided a fair assessment of their analytical
abilities.

21. 21
Whilst 19% of respondents had found taking the Diagonal Thinking Self-Assessment difficult, over
half (54%) had not.
21% of respondents indicated that they had used their Diagonal Thinking Self-Assessment scores in
their CV and 16% had attached a copy of their certificate to their CV when applying for jobs. 15% of
respondents indicated that Diagonal Thinking scores had been discussed during the interview
process, whilst 7% indicated that Diagonal Thinking had helped them to get a job.
20.8%
16.4%
15.1%
6.9%
Included scores on CV or attached to CV
I've sent this CV to potential employers
I've been interviewed and my Diagonal Thinking
Self Assessment was discussed
I've got a job and the Diagonal Thinking Self
Assessment helped in the process
Figure 9: Extent agree –– I found the results useful in considering my
career direction
Among those under the age of 25, 27% of respondents indicated that they had used their Diagonal
Thinking Self-Assessment scores in their CV and 22% had attached a copy of their certificate to
their CV when applying for jobs.
27.2%
21.9%
27.2%
9.6%
Included scores on CV or attached to CV
I've sent this CV to potential employers
I've been interviewed and my Diagonal
Thinking Self Assessment was discussed
I've got a job and the Diagonal Thinking Self
Assessment helped in the process
Figure 10: Extent agree –– I found the results useful in considering my
career direction
Base: Aged under 25

22. 22
NOTES ON THE ANALYSIS OF THE SELF-ASSESSMENT RESULTS
Time Period: The analyses are based on the results achieved between the launch of the Self-
Assessment on the 16th of September 2008 and the 16th September 2010. In the analyses we have
used the following definitions.
Takers: Everyone who registered to take the Diagonal Thinking Self-Assessment.
Completers: People who registered and went on to complete the Self-Assessment.
Non-Completers: People who registered but then dropped out/failed to complete the Self-
Assessment.
Diagonal Thinkers: Diagonal Thinkers as designated by the Self-Assessment.
Linear Thinkers: High Linear Thinkers as designated by the Self-Assessment.
Lateral Thinkers: High Lateral Thinkers as designated by the Self-Assessment.
Other Thinkers: People who are not High Linear, High Lateral or Diagonal Thinkers.
Russell Group: People who are/have attended one of the Russell Group universities, defined as
the leading 20 UK research-intensive universities.
Other Top 50 university attendees: People who are/have attended one of the UK’’s designated
top 50 universities excluding the Russell Group, according to The Times Good University Guide
2011.
Other Top 114 university attendees: People who are/have attended one of the UK’’s designated
top 51-114 universities according to The Times Good University Guide 2011.
Other UK: People who are/have attended a UK university not in the named top 114 according to
The Times Good University Guide 2010.
Non-UK university: People who are/have attended a non-UK university.

23. 23
SAMPLE CERTIFICATE
Note: fictitious details and scores have been used to minimise the risk of forgery.

24. 24
TESTIMONIALS

25. 25
ACKNOWLEDGEMENTS
The IPA would like to thank the people who have produced this progress report:
Lettie Hannon, IPA Director of Resources
Roger Ingham, DataAlive
Tessa Gooding, IPA Director of Communications
The IPA would also like to thank the people who were involved in the development of the original
Diagonal Thinking research project and then the Diagonal Thinking Self-Assessment:
Mary Budd, HR Consultant
John Gage and Sara MacPherson, AgencyPeople
Gerrie Villon and James Harrington, V-On
Stephen Woodford, CEO, DDB London and IPA President (April 2003 –– April 2005)
Andrew McGuinness, Co-Founder & Chief Executive, Beattie McGuinness Bungay Ltd
Liz Nottingham, HR Director, Starcom MediaVest Group, Vivaki Country Talent and
Transformation Officer, Chair, IPA People Management Group
Tim Jones, HR Director, Aegis Media Ltd., Deputy Chair, IPA People Management Group
Tom Bewick, CEO, Creative & Cultural Skills
Janet Hull, IPA Director of Marketing and Reputation Management
Ann Murray Chatterton, previous IPA Director of Professional Development
Hamish Pringle, IPA Director General

28. The Institute of Practitioners in Advertising
is a Company Limited by Guarantee
Registered in England No. 221167
IPA MEMBER AGENCIES WHO HAVE PARTICIPATED IN THE DIAGONAL THINKING RESEARCH
Web design: V-On Ltd. www.v-on.com
Design: Abbey DPM www.abbeydpm.co.uk
February 2011
Abbott Mead Vickers BBDO
Aegis Media
Archibald Ingall Stretton
BLM Media
Bartle Bogle Hegarty
Carat
CHI & Partners
Delaney Lund Knox Warren & Partners
Euro RSCG London
Fallon London
Glue London
GT
Hurrell Moseley Dawson & Grimmer
i-level
JWT
Kitcatt Nohr Alexander Shaw
Krow
Leo Burnett
Lowe
M&C Saatchi
Mediaedge:cia
MediaVest (Manchester)
MindShare Media UK
OgilvyOne Worldwide
Ogilvy Advertising
OMD UK
Publicis
Profero
Proximity London
Starcom MediaVest Group
TBWALondon
Universal McCann
VCCP
Vizeum
Walker Media
Wieden + Kennedy
WCRS
ZenithOptimedia Group
WHO TO CONTACT FOR FURTHER INFORMATION
IPA
Lettie Hannon, Director of Resources
Tel: 020 7235 7020, lettie@ipa.co.uk
44 Belgrave Square, London, SW1X 8QS
www.ipa.co.uk
AgencyPeople
John Gage
Tel: 01923 491537, john@agency-people.co.uk
www.agency-people.co.uk
www.diagonalthinking.co.uk
The Diagonal Thinking logo is a registered trademark
of the IPA.
Price: £25 non members (available as PDF-only from
www.ipa.co.uk)