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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

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