Having just made the move from my ATL department and started working in my BTL department is probably the best thing that has happened to me throughout my training.

My grad training is split so I spend 6 months ATL and 6 months BTL. Having just made the move from global TV, press and print I am now in retail dealing with POS, digital, radio and TV (anyway).

What’s great about getting a fully integrated training is fairly obvious which is that while your contemporaries at other agencies are just having a digital experience you are able to converse about how to manage a branding campaign through TV, press and print and while your strictly old school friends are getting just baptised in TV, press and print you are able to take the wind out of their sails by asking them what happens if your client requires web based solutions.

Furthermore, it’s a chance to understand planning. When working in on an account that uses digital and other BTL methods then you become naturally closer to understanding the consumer. Essentially the data used for a targeted DM piece is what drives the campaign and in order to speak to your client and not look like a chump you need to be up to speed with who is using your website.

As a result, what a perfect setup to move into planning when you have 6 months ATL and 6 months BTL. I would therefore suggest that when you are looking to work at an agency you enquire on what training you are provided with.

That, or you’ll be left behind.