The report comes as the Graeme Robertson Trust prepares to announce the winners of its annual award scheme, offering students the chance to get their work critiqued by top creative directors, win work placement opportunities and a 拢1,000 cash prize.
Eulogy! interviewed students from a variety of colleges via an email questionnaire and found that only 10% of students have managed to speak to a creative director in a work capacity during their course.
Students said that attempting to get their work seen by "the people that count" is not easy and even though there is some great work being created in colleges, there is an impression that the industry does not seem interested in nurturing fresh talent.
David Harris, creative partner at Lida, said that things have not really changed since he wanted to be an art director, admitting he tried all sorts of stunts to get in front of creative directors.
"Some colleges seem very out of touch with what skills make their students employable. I feel desperately sorry for these young enthusiastic graduates when they come in for interviews: it's hard to tell them that what they've been taught is pretty much irrelevant.
"That said, some colleges have got it right, Watford and Birmingham being good examples -- but more need to, which is exactly why I have become so actively involved with the Graeme Robertson Trust," he said.
Students have been asked to produce a direct mail piece in response to a creative brief and short listed candidates are invited to have a drink with leading creative directors.
On average each student will see between four and six creative directors so they can receive a broad range of opinions of their work.
"It is imperative that the industry pulls together to work more closely with colleges to creative more initiatives designed to help students -- or risk losing our most valuable resource -- fresh, new talent, which has significant implications in terms of creativity in this country," Harris said.
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