Interns at ad agencies in Los Angeles are a curious bunch—deeply concerned about the industry’s future and keenly aware of the threats it faces, yet still professing interest in making careers of it. They’re not easily discouraged, in other words, according to a recent survey from the RPA Research, Analytics + Insights team exclusive to Adweek. “They had so much clarity about the industry’s issues, which shows how connected they are,” said Tim Leake, RPA’s svp, creative, marketing and innovation. “It’s up to us to make sure we don’t squander that. We need to mentor and inspire them.” The study uncovered a few surprises, especially for an entrepreneurial area where young Silicon Beach tech, creative and entertainment companies are sprouting like mushrooms. Here’s one: Only about half of the survey participants said they want to work at a startup—and even fewer saw themselves launching their own companies.
This story first appeared in the October 10, 2016 issue of Adweek magazine.
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