Nominate That Mate: Ogilvy’s apprenticeship scheme The Pipe is back

Ogilvy’s The Pipe apprenticeship scheme is back; bigger and better for 2021 and open to all. Now's the time to Nominate That Mate

Global advertising group Ogilvy UK is encouraging people to Nominate That Mate in a new recruitment campaign designed to get diverse candidates to apply or The Pipe, the agency’s bespoke apprenticeship scheme.

Nominate That Mate builds on Ogilvy’s idea that everyone knows someone who could be a brilliant creative or strategist if given the opportunity.

The campaign, which has been created with bold illustrations, asks questions such as: “Does your mate correct people’s grammar on Tinder?” and “Got a mate who only needs 20 characters to go viral?” to broaden its appeal and encourage people to tag perfect candidates for the scheme.

Nominate That Mate is accessible to all. All people have to do is think of someone and tag them in the post, urging them to apply.

Nominate That Mate

The Pipe apprenticeship scheme was launched in 2016 to celebrate and champion diversity in creativity and provide more employment routes into the creative industries. It has since evolved into a two-year programme with hands-on experience blended with study. The chosen apprentices will be working on client briefs, while also studying towards a Level 3 qualification – equivalent to two A-Levels.

Helen Matthews, Chief People Officer at Ogilvy, explains: “If we want to continually drive diversity in our industry, we have to ensure our schemes are accessible to all and reach as many people as possible.

“The key to our campaign is appealing to those who thought that this industry was too difficult to get into. We’re making steps here to truly open up this industry, and that’s what we’re most proud of. This is even more important at a time when so many other schemes have been cancelled or postponed due to COVID.”

Once tagged in the campaign, people are directed to a dedicated landing page on the Ogilvy website. There they can find more details on the scheme and programme, as well as the resulting qualification. Interested applicants must complete an online questionnaire as part of a blind application process.

Shortlisted applicants will be invited to an online assessment day from which 14 people will be chosen to join The Pipe programme.

Andre (Dede) Laurentino, CCO Ogilvy UK adds: “The Pipe is literally creating the future of our business. It brings in true diversity of thought and creativity. So far, we’ve welcomed poets, skaters, artists and DJs through our doors. From any social class, from any background.

“It’s been tremendously exciting to see the kind of ideas they bring. Since our first intake, Pipe members have won pitches, a Cannes Lion, D&AD and The One Show pencils and, this year, a creative team made it into Campaign’s Faces to Watch list. If ours is a people business, we must act accordingly. Outsiders, welcome in.” 

The opportunities with Ogilvy are endless, Lily James and Naomi Nicholl, Junior Creatives, previous Pipe apprentices and current Campaign Faces to Watch, added: “The opportunities that being on the Pipe gave us are almost comically enormous – from working with brands we use every day, to meeting people that have inspired us for years. All without needing a CV or any experience.”

About The Pipe

The Pipe is a two-year creative and strategy internship programme, with a difference. It has no upper age limit. The application process is blind, open to everyone and, for those who feel they would love the opportunity but can’t afford to participate, it pays the London Living Wage. You don’t need a degree. You don’t need any experience. You don’t even have to know what an ad agency is. We just want you to show us how creative you are.

  • The course pays a £20,000 p/a salary plus a start-up bonus.
  • The chosen 14 apprentices will be working while also studying towards a Level 3 qualification (equivalent to two A-Levels). 20% of the time will be spent studying—the rest working on briefs.
  • 10 x Creatives will be studying for a Junior Advertising Creative or Junior Content Producer Apprenticeship qualification.
  • 4 x Strategists will study for either a Data Analyst or Digital Marketing Apprenticeship qualification.
  • Timings
  • 23rd November 2020. Last day to apply 
  • Late November 2020. Application Review  
  • 3rd December 2020. Shortlist announced   
  • 7th December – 11th December 2020. Virtual Assessment Day
  • 11th January 2021. Apprenticeship begins 

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