What advice would you give to students wanting to get into advertising?

Today I was asked, “What advice would you give to students wanting to get into advertising?” at Leeds Beckett University

Here’s how I answered:

Learn the Rules

Start with the fundamentals—brand strategy, consumer behaviour, and the campaigns that changed the game. Understand not just what worked, but why it worked.

Be Obsessed With Culture

Advertising doesn’t exist in a vacuum — it thrives on culture. Stay curious about the world and use that curiosity to sharpen your problem-solving. Leave your biases at the door.

Network Like It’s Your Job

Get in front of people. Reach out. Ask questions. Be bold. Take every bit of feedback you can — ditch the praise, focus on the useful criticism, and grow from it.

Find Your Heroes

Figure out who inspires you and why. This industry isn’t for the faint-hearted; if you’re not ready to fight for your ideas, rethink your plan. Contrary to popular belief, you don’t have to follow what Mark Ritson says! 😁

Study People, Not Just Ads

Behavioral science is your not-so-secret weapon. The more you understand why people act the way they do, the better your work will be.

Lead, Don’t Follow

If it’s trendy, you’re already behind. Focus on what’s next.

Advertising rewards those who stay sharp, stay hungry, and never stop learning.

Love it enough to give it your all — or step aside.

What else would you tell them? 🧐