As an industry often we look to leaders for advice and wisdom, but inspiration can be found at all levels. As new talent enters the workforce, while they may not be armed with years of experience they bring the gift of a fresh perspective. Each individual brings their unique experiences to play and with them the opportunity to enrich the industry and push forward a new progressive agenda in the work. Yet this will only happen if new talent is afforded the time and space to make a difference. For it doesn’t matter how much potential talent may possess, if leaders are not listening. 

With this in mind, with a focus on championing the voices of tomorrow, BITE is partnering with Brixton Finishing School in a new Curious Minds interview series to gain insight from the new talent set to better shape the industry of tomorrow. 

Together, Gen Z and Millennials make up almost 40% of the global workforce, a number predicted to rise to just under 60% by 2030. Yet this generation is coming into its stride in a challenging time. From the impact of Covid to the deepening economic crisis, industry newcomers are grappling with fresh hurdles in the drive to succeed.

This is a particular issue amongst those who have already faced barriers within their underrepresented communities. It is difficult to overestimate the cumulative impact on talent. Existing inequalities deepen as opportunities evaporate and hope and a sense of individual agency can all too easily be lost. This is why we believe showcasing and promoting young diverse talent must be a major priority for businesses

Brixton Finishing School and The ADcademy, serve to help level the playing field and create new opportunities for underrepresented talent. The programmes train and support talent from communities underserved by employers into a wide spectrum of entry-level roles at brands, agencies, technology companies and media owners. Working across the advertising industry and beyond, one of the programme's great missions is to have its first CEO from their progressive placement process,  which helped shape the journeys of these students.

To celebrate new talent and learn from the experiences of the leaders of tomorrow, BITE is asking Brixton Finishing School alumni for their perspectives on the advertising industry. An endeavour based on the premise that if we open our minds,  together we can listen and learn.

What attracted you to the advertising/marketing industry?

 When I first began learning about the advertising industry, what really grabbed my attention was the relationship between advertising and our understanding of society. I’ve always been interested in social constructs; how people build communities, sustain relationships, and communicate with each other. The fact that strategists and creatives are constantly deep diving into social truths to find the best possible insight was very exciting to me. As an English graduate, I couldn’t wait to use my understanding of language and its role within society to build on these insights and write truly effective campaigns that audiences could relate to.

Are there any brands/agencies that stand out to you through the campaigns they create?

One agency that truly stands out to me is Uncommon. I first heard about them in 2020 and have been a fan of their work ever since. Their Guardian campaign ‘Hope is power’ was incredibly moving and a perfect example of the impact advertising can have when created with a purpose and understanding of not only the consumer, but the wider social climate. A brand I admire for their social media work is Duolingo. They have essentially cracked TikTok, something many brands have tried and failed to do. Their social native approach is a breath of fresh air and undeniably funny.

Did anything surprise you upon entering the industry?

The power, impact and importance of a good meme/gif when selling an idea to the client. It’s true what they say, a picture is worth a thousand words.

What was the most important lesson you learned at Brixton Finishing School?

Before attending Brixton Finishing school, I had no idea that networking and building connections was so important. I used to think everyone got their jobs by looking for a vacancy and applying online, which is what I used to do (unsuccessfully). It was therefore quite a shock to discover a large percent of jobs are actually gained through connections. As someone with no previous ties to the industry, I realised that I needed to work hard and fast to create a network for myself. Luckily for me, BFS was the stepping stone I needed to do just that.

What would be your advice to young people struggling to get a first break into the industry?

My advice would be to not lose sight of the end goal, no matter how difficult. Before I got my first industry job, I was coming up to 10 months of unemployment and getting desperate. At this point I started to consider jobs that were in the marketing industry but not creative. However, a recruiter told me that if I started my career as a non-creative, it would only make it harder to transition into a creative role later on, as my CV would not reflect that. I ended up rejecting an offer for the non-creative role, and a few months later got the exact role I wanted in one of the biggest retailers in the world. I know it can feel like you're never going to get your first industry job, but perseverance always pays off.

What is one thing would you change about the industry?

Great question, luckily I already had an answer prepared here.

Did anything surprise you upon entering the industry?

As my first placement was in a healthcare agency a few years ago. A major surprise for me was the fact that every major agency has a healthcare branch. They’re considered to be “The money makers” for these agencies.

What was the most important lesson you learned at Brixton Finishing School?

To be open-minded. I was quite sceptical about joining Brixton at first, as I had joined other courses similar to it beforehand with not the greatest results. But Brixton opened a lot of doors for me that I wouldn’t have had access to if I didn’t do the course. 

What fresh perspective do you hope to bring to your work/work life/the wider industry?

I’m really hoping I can work on projects where the ideas I’m bringing in are influenced by the cultures that I come from and are interested in. The industry is in need of a diverse perspective and it’s proven that it works. E.g. IKEA’s D Double E Christmas advert, Nike’s nothing beats a Londoner, these were adverts that changed the game. 

Are there any brands/agencies that stand out to you through the campaigns they create?

It’s an obvious one but Nike have always been a standout when it comes creating adverts that really speak to and inspire people. 

Do you think there is enough exposure/schemes to help young people start their journey in the industry?

I think there weren’t before but now I think there are about more starting to form. A lot of agencies are starting to realise the value in teaching their own rather than relying on ad schools to produce talent.

How has your experience at Brixton Finishing School shaped your approach to the industry?

My experience at BFS has taught me to make the most of every opportunity I come across.

What was the most important lesson you learned at Brixton Finishing School?

‘Your network is your net worth’ I guess this is really doubling on first point, as I won’t be here without the networking skills I've gained from BFS.

What one thing would you change about the industry?

More inclusivity.

What would be your advice to young people struggling to get a first break into the industry?

Explore 95% of potential opportunities if not 100%.

Did anything surprise you upon entering the industry?

It’s not rocket science; you can learn most things if you are willing.

Having not been to university, I struggled with imposter syndrome the whole time at BFS as I was surrounded with other students that I believed to be more equipped than I was. However, I was reassured many times at BFS that it was possible to make it in the industry and that has stayed with me till today.