Mar 252011
 
Interpublic Group of Companies

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A VENERABLE agency has turned to a new form of communication to find its annual batch of interns in a shift that underlines how Madison Avenue is seeking to change the way it reaches out to everyone, from consumers to potential employees.

Campbell Mithun, an agency founded in Minneapolis in 1933 that is part of the Interpublic Group of Companies, is to announce on Friday the names of the six young people who have been chosen to intern there this summer. For the first time in the six years that the intern program has been offered, agency executives turned to a nontraditional method of accepting and assessing applications.

The intern search was conducted through Twitter, which applicants were asked to use to make their cases of why they wanted one of the six paid internships in four areas: account management, creative, media and technology. The internships are to begin on June 6 and run for 10 weeks

In honor of the favorite number of a Campbell Mithun founder, Ray Mithun, the competition is known as the Lucky 13. To reflect that, the applicants were asked to submit 13 comments on Twitter in 13 days, from Feb. 13 through 25.

The applicants were asked to tag their comments with the hashtag #L13. That is Twitter-talk for adding the phrase “#L13” to every comment so that anyone with a presence on Twitter can find all the comments, whenever and by whomever they were posted.

Campbell Mithun also created a Twitter feed, using the handle @the_Lucky_13, to keep those interested abreast of the process.

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