To jump start the development of the future generation of creatives, the four leading independent Dutch advertising agencies Achtung!, Dawn, Natwerk, and Sue decided to set up the first real traineeship program in the Netherlands: Uncommon. It is the first program of its kind with the clear aim to develop high-calibre advertising talent with experience across a wide range of disciplines. The challenges brands face nowadays can’t to be solved with creative communications alone. The depth of solutions that are expected from agencies need a new breed of creatives. They require digital natives who understand brands, storytellers who embrace innovation, strategists who are creative, and creatives who approach challenges with a start-up mentality. The program is comprised of four three-month rotations through each agency.