EDUCATING FOR THE FUTURE

To ensure that Hungary’s budding creatives are as smart as those who work at Mito, the agency is investing in young talent. “Three years ago we launched a free course for wannabe copywriters, called Intro. The thing is that if you’re Hungarian, and you want to be a copywriter, you don’t have any real possibilities to learn that in school.”

Every year, Mito invites eight young people, from 18 to 33, to spend eight Saturdays with agency staff and other prominent advertising figures, so they get a basic understanding of what copywriting is.

“Usually when you apply for a copywriting job you’re given a test assignment. So we’re getting them ready to be able to complete these test assignments as well as they can. Because if you get a brief put in your hands, and you don’t know what that is, it can be really scary.”

Of sixteen “students” from the last two years, seven are now working at major agencies. “That’s why I’m pretty optimistic about the industry here in Hungary. The next generation is really getting a good picture of what advertising should be about. We're happy to contribute to that.”

Editorial Director, Epica