Abby Muhdar, learning and development director at Four, reflects on the energy and ambition she witnessed at GradCon Cymru - and why connecting with the next generation of talent matters now more than ever.
Recently at DEPOT in Cardiff I met hundreds of curious and ambitious students in a single afternoon - and the energy was electric. Alongside Marcia La‑Rose I represented Four at GradCon Cymru, speaking with candidates eager to understand agency life and how to make a strong start in the industry. Jess Flavin and Dewi Thomas from our Cardiff team joined us to share their early career stories. Hearing from people who have recently made the journey matters. It makes starting a career feel real and within reach. By the end of the day, fifty-five people had signed up to learn more about our programme - a clear sign that the next generation is ready to make a difference and it’s our job to help them take that first step with confidence!
WHY FOUR INVESTS IN GRADUATES
At Four we back graduates because our business runs on fresh perspectives, hands‑on creativity and momentum. Graduates sharpen our curiosity. They ask the questions we should be asking. They help us spot new cultural signals, new platforms and new ways to measure impact.
We are proud to hold Investors in People accreditation because developing talent sits at the heart of how we work. Through Four Academy we deliver ongoing skills upgrades from core communications, creative and media training to practical sessions on responsible AI. Learning here is not a one‑off induction, it is a habit that powers careers.
GUIDANCE FOR GRADUATES WHO WANT TO BREAK INTO CREATIVE ROLES
If you are a recent graduate looking to start a career in the creative industries, here is the advice I shared on the day:
- Show us how you think. A strong case study beats a long portfolio. Pick a campaign you love or a local issue you care about, then explain your insight, your idea and how you would measure success.
- Lead with curiosity and a good attitude. Turn up prepared, ask why, try things, keep learning and put that learning into practice.
- Bring new ideas that make a difference. If you spot a better way of doing things, speak up and show the positive impact it could have.
TWENTY YEARS STRONG AND BETTER THAN EVER
Four’s graduate programme has been running for more than two decades and this year it is stronger than ever. We have sharpened the structure, strengthened mentoring and expanded the learning tracks so graduates can build momentum from week one. It is industry leading, not because we say so, but because our grads go on to shape the work and the culture in visible ways.
THE DIFFERENCE MAKERS GRADUATE PROGRAMME
This year we have taken our graduate offer to the next level with the launch of the Difference Makers Graduate Programme. It is built for graduates who want more than a first job. It is for those who want to make measurable change.
What makes it different? Graduates work across communications, creative and media to build a full stack skill set. They work on campaigns powered by our Difference Engine which combines deep audience insight, behaviour change science and responsible AI. They gain exposure to our four high‑growth sectors and collaborate with teams in London, Cardiff and Sheffield with opportunities to connect internationally.
Couldn’t make GradCon? Keep an eye on our channels or email us at careers@four.agency we’re always happy to chat with motivated graduates who want to make a difference.