Sell Me This Avocado: Hogarth Australia’s New Creative Internship Is Completely Changing the Rules

The successful Originals programme has turned traditional recruitment on its head.

Application is purely by creativity – no strings attached – and is through an anonymous submission. The brief: simply “Sell us an avocado via TikTok”. 

 “Culture is now shaped, influenced, and created every day by the social platforms and the people on them. Cultural relevancy is the new brand currency – and it is crucial that brands embrace the content formats that resonate with this changing user behaviour.” Says Lilli Lo Russo - content strategy director at Hogarth AUNZ  

The paid internship is interested in talent, as opposed to experience, and is open to anyone eligible to work in Australia. 

“It would be tone deaf to discredit those at the forefront of content creation that are doing this. When we discuss recruitment, asking candidates for their credentials, bachelor's degree and 10 years of experience didn’t make sense. We need people who live, breathe, and understand online culture, the recruitment criteria needs to reflect that.” Lilli said.   

Shortlisted candidates will be invited to the Sydney HQ for a brand induction day, where they will hear and learn from some industry leaders in social. Successful applicants will then be enrolled on a paid internship programme that lasts 12 months and/or added to Hogarth’s part-time creator ‘bench’.  

The scheme has had success in the UK, Brazil, USA, India, with over 70% of interns taking full time placements within Hogarth after their internship is finished. 

“The Originals programme gave me access to an industry I never thought possible, especially with no prior creative experience. It provided me with the skills and confidence to pursue a new career path, opening doors that would have otherwise remained closed. I highly recommend it to anyone curious about the creative world," said Eamon Ghdhban, junior content creator, Hogarth London 

 “The Originals teaches creators not just how to tap into the best of their skills, but also how to tailor their outputs for brands. And for brands, it’s about learning how to engage and build audiences, from those at the coalface of content creation,” said Justin Ricketts, CEO, Hogarth Australia

Applications are now open. Simply send your video submission of ‘Sell us an avocado via TikTok’ to theoriginalsau@hogarth.com