ABSTRACT
Teaching the advertising business and creative processes to young people just
starting their journey towards a career in advertising and promotion gives me a
massive buzz. The raw enthusiasm, latent talent and questioning intelligence of the
high-quality students my course is fortunate enough to attract are an exciting
prospect for me in September of every year. I have tried for many years to define in
my own head what makes a great advertising student. That question is far easier to
answer once he or she is two years into my university’s advertising programme. The
ability to communicate well, analyse an advertising brief and interpret it with
boundless creativity and boundary-pushing imagination becomes much more
apparent once a student has built a clear definition in his or her own mind of the
possibilities of the media and the message.
