Ogilvy Unveils ‘Nominate That Mate’ Recruitment Campaign

Global advertising group, Ogilvy UK, is opening applications for The Pipe, the agency’s bespoke apprenticeship scheme.

The Pipe – named in homage to David Ogilvy’s ubiquitous smoking pipe and in reference to the pipeline of talent Ogilvy is forming – is back bigger and better for 2021 and is open to all regardless of background or qualifications.

Originally launched in 2016 to celebrate and champion diversity in creativity and provide more employment routes into the creative industries, The Pipe is now a two-year long programme with hands-on experience blended with study. The chosen apprentices will be working on client briefs, while also studying towards a Level three qualification - equivalent to two A-Levels.

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

It has been created with bold illustrations and asks easily identifiable 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 ensure broad appeal and to urge people to tag their friends (or themselves!) who would be the perfect fit for the scheme, Ogilvy and the advertising industry.

The creative was designed specifically to ensure the campaign and recruitment drive is accessible to all. Everyone can identify someone who fits the bill, all you have to do is think of someone and tag them in the post, urging them to apply.

Helen Matthews, chief people officer at Ogilvy: “If we want to guarantee that we continually drive diversity in our industry we have to ensure our schemes are accessible to all and reach as many people as possible. Key to our campaign is appealing to those who may have thought that this industry was too difficult to get into unless you know someone or have certain qualifications. We’re making steps here to truly open up this industry and its’s that which 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 then directed to a dedicated landing page on the Ogilvy website, where they can find out more about the details of the scheme and what the programme entails, as well as what they will qualify with at the end of the process. Interested applicants are asked to complete an online questionnaire in what is a blind application process.

If successful, 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, sculptors, jewellery designers, shelf stackers, 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.”  

Lily James & Naomi Nicholl, junior creatives, previous Pipe apprentices and current Campaign Faces to Watch: “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.”