LONDON: In a bid to encourage British youth to enter the hallowed halls of advertising, Andy Burnham, secretary of the Department for Culture, Media and Sport on Tuesday launched a new initiative, snappily branded Creative Britain in Golden Square.

As part of the promotion, the Institute of Practitioners in Advertising – representing UK advertising, media and marcoms agencies – has sponsored a free online Diagonal Thinking tool that claims to be a unique psychometric test.  

Said to be the culmination of a five-year project, Diagonal Thinking "aims to validate the hypothesis that to get to the top in advertising you must be both a linear and lateral thinker".

Says the IPA's Hamish Pringle: "We very much hope this tool will be become a standard part of the recruitment process and help IPA member agencies attract a more diverse and talented workforce.

"It's how you think, rather than your background, that really makes you successful in this business."

Lest non-Londoners are bemused by the event's eccentric title, Golden Square is a verging-on-chic media village in the heart of London's West End, from whence trade such glitterati as M&C Saatchi Clear Channel, Paramount Pictures and Virgin Radio.

Data sourced from Brand Republic; additional content by WARC staff