Called Open Hour, the scheme will invite people to take part in 15-minute Skype calls with the McCann London team. Participants will be given the opportunity to ask experts questions about advertising, seek career advice and showcase their work.
The hour-long weekly sessions will initially include Rob Doubal and Laurence Thomson, the chief creative officers and co-presidents, before being extended to senior management in disciplines such as planning and new business.
Open Hour is targeted at anyone considering a career in advertising or interested in finding out more about the industry.
It will be advertised in schools and job centres across the country, aiming to inspire both children thinking about their career paths and adults seeking a career change.
After learning from interns about the increased difficulty of breaking into the industry, Doubal, Thomson and group head of talent Rob Stone trialled the scheme with students who contacted McCann London.
Its early success led the agency to formalise the initiative and commit to recruit people from varied, non-traditional backgrounds.
Doubal said: "We’re basically bored of ourselves, and want to be surrounded by interesting people from all walks of life. The more budding submariners, junior venture capitalists, bricklayers and monks we can get into the industry, the better. If you know anyone completely wrong for their industry, tell them to Skype us."
McCann London will partner Creative Equals on the initiative. The agency currently recruits from Miami Ad School, IPA’s AdMission scheme and charity Art Against Knives as part of its internship programme.
Alex Lubar, chief executive of McCann London, said: "At the heart of this initiative is the idea of access-ibility. The best agency model is one which has multiple flexible models within it and Open Hour is one element of that."