Lucky Generals Launches Internship to Discover New Class of Adland Superstars

​Lucky Generals has launched a progressive new internship scheme designed to challenge one of advertising’s most entrenched problems: its lack of socioeconomic and ethnic diversity.

Called 'The Lucky Way', the initiative aims to find three exceptional interns; but not from the usual recruitment pipelines, instead searching in unexpected places, careers and communities across the UK.

Lucky Generals’ generals will be out and about scouring the country for grassroots cultural events where unique, unusual and curious minds might be found, from an exhibition at an arts and film centre in Cardiff and a comedy club in Bristol to Southend’s Indie Horror Movie scene or MegaCon in London as well as independent galleries, spoken-word venues, and performing arts spaces across the UK.

The idea behind the initiative is to advertise in their world and channels, not the industry's usual ones, building interest through mystery and intrigue that awakens a curiosity in the creatively minded by showing them that there is ‘another way’, drawing them into the scheme.

The branding and approach is designed to be purposely enigmatic, taking its lead from mysterious and exciting underground cultures and clubs. It will then leave a selection of enigmatic but intriguing notes, posters, flyers or even matchboxes with phrases such as “the Lucky Way has found you” or “this is a sign” that will drive the curious to a QR code. Candidates will be challenged to respond to a creative brief asking them one of three questions, which will be:

• Make rice captivating
• Sell the moon as a holiday destination
• Convince a billionaire to give up their money

A shortlist will be invited to an assessment day in February, with placements beginning in March.

Once the interns have been found, Lucky Generals will work with Commercial Break to ensure they are supported throughout the process to negate the issues many new entrants to the industry from non-traditional backgrounds can face, such as displacement, impostor syndrome or feeling “othered”.

Interns coming from outside London will be eligible to apply for additional financial support to help them attend the scheme and all successful applicants will receive London travel cards for the internship, alongside London Living Wage. Each intern will be matched with a departmental ambassador - not just a manager, but a dedicated mentor.

The internship - a paid, four-month rotational programme - offers placements across account management, strategy, production, and creative, with interns choosing a final department for their final weeks.

​Kitty Munro, people and culture director at Lucky Generals, said, “As an industry, we can’t sit and wait for diverse talent to come to us. We need to go and find it. That means showing up in unexpected places, in communities and cultural hubs that have been historically overlooked, speaking to people who might never have seen themselves in adland and leaving our own comfort zones, to persuade them to leave theirs.

“But finding brilliant talent is only half the job. Once they're through the door, we’re making sure they’re properly supported, not just welcomed, but equipped to thrive, with guidance and support from Commercial Break. Too often, brilliant people leave this industry before they’ve had a chance to shine and it’s our responsibility to try and break this pattern - not just for the interns, or even for our agency, but for the industry as a whole.”