TBWA is on the hunt for the next generation of “disrupters” to jump into a one-year paid full-time ride through the agency. Moving through every department within the agency, “Freshies” will learn how disruption works from the inside, not a textbook. In this op-ed, Lillian Busby, junior strategist at TBWA\Melbourne unpacks how she landed herself a full time role on the other side of the program.
I’m in a room full of people about to start my first day as a Freshie at TBWA. Filled with nerves and excitement, I squeeze Tom’s hand, my partner in crime and fellow 2024 Grad. Not entirely sure how I managed to beat the thousands of applicants and to be standing here with lots of wonderful minds in an intensely awkward manner, but I’m here. We were about to be thrown into the deep end, rotating through every part of TBWA; Business Management, PR, Strategy, Production and Creative, getting a real taste of life in Advertising.
On the very first day of my Strategy rotation, the CSO asked if I knew what a ‘blibula’ was. Weird, right? She went on to explain it’s that spot on a dog’s back where, when you scratch it, their leg goes wild and they can’t help but make their joy…uncomfortably clear.
I thought, hmmm ok,.. But, are you going to tell me what Strategy is?
ten-ish months later, I’m still here. So, here’s what I’ve learnt from being a Freshie, plus a few unsolicited tips on finding your blibula.
1. Your attitude is everything.
Attitude really is everything (ugh, I know) and what you put into the Freshies program is what you’ll get out of it. Lots of people go through the program thinking they already know what they want out of it but use this as your sign to challenge your own thinking. I didn’t even know what Strategy was before going through my rotation. So, use it as an opportunity to soak up absolutely everything, even things you think you won’t like.
2. Be stupid.
It can feel like there is this pressure to show up as a polished 20-something with 30 years of experience when you come into the program. I remember, during my time in Strategy, all I heard from those around me was how “they are the smartest people in the agency”. And of course they are clever! I just thought that was a strange pedestal to put them on and immediately saw them as geeks from a cringy high school movie (which we kind of are).
I had never felt like smartie pants, so naturally, I panicked. But then I realised that Strategists like to feel dumb (or at least I do), and it taught me the joy of asking stupid questions, diving into culture and strange corners of the internet to find disruption. This will be one of the greatest feelings you’ll get as a Freshie, so be stupid!
3. Become a Pilates Instructor.
Something I wish I did a million years ago, was become a Pilates instructor. Yes, it is the Gen Z equivalent of yoga training, but I was terrible at public speaking and unfortunately, it is something we do all the time.
So, what better practice than trying to get 47 people in a room doing the same exercise at once?
If Pilates isn’t your vibe, go to an improv class or something that forces you to get comfortable with discomfort and find your voice.
4. Don’t be an asshole.
In Advertising people get to know each other very well, quickly. The program taught me that character shows and stays. Sadly, if you’re difficult to work with, people will see it and weed you out. Sorry! So, work on being a good person.
After countless meetings, giving a few pitches a crack, frantic note taking, and a thousand existential crises later, I somehow landed in Strategy as a Junior Strategist. Still don’t know how I got here, but I’ll put it down to having a positive attitude, being a yes person and always asking questions.
The Freshies Program was a brilliant year full of learning and growth. If you get the chance to be a part of it, I hope that you also find your blibula – i.e. the part of advertising that drives your back leg crazy.
