CLOSE-UP: CRAFT/NEW DIRECTORS - How can new directors find a voice in such a tough market? It's harder than ever to get a first step in ad directing. Rachel Minter investigates.(Brief Article)

It's somewhat ironic that, while entries for Campaign Screen's New Directors' Competition were up 50 per cent this year compared with 12 months ago, the directors that emerge from the showcase will face one of the toughest markets to break into for years.

Even producers with a strong reputation for talent-spotting admit that, with restricted budgets across ad production, it's become virtually impossible to convince creatives to use unknown directors - that's if they can get a foot in the door in the first place.

It's becoming increasingly common for creatives to refuse to see directors' representatives. As one says: 'I don't want to be sold to, or worse, listen to excuses about why the work isn't as good as it could have been. I want to judge the reels for myself.'

Meanwhile, agencies such as Leagas Delaney continue to consider directors only if they have a good relationship with the production company and the backing of an experienced producer.

The situation for new directors has also been made worse by the state of the pop music industry.

According to Helen Langridge, the founder of HLA, music videos, once a common launch pad for new talent, are not providing the creative opportunities they once did.

'It's the worst time ever for new talent in the music video arena,' she says. 'The music is boring, there are too many bland pop bands and boy bands - which is hardly inspiring. It's frustrating because I see brilliant potential commercials directors all the time who can come from all sides of production.