Welcome to the Diagonal Thinking Self-assessment


The Diagonal Thinking Self-assessment is an online tool, designed to aid recruitment into the advertising and communication industries. It tests the hypothesis that the most successful individuals working in the business are both Linear and Lateral Thinkers – they think ‘diagonally’.


You might think that everyone who works in advertising actually creates the words and pictures that are used in TV, radio, press, posters and all the other communication media. In fact, whilst these roles are specific to art directors and copywriters who work in the creative department, they only account for a small percentage of agency staff. Whilst not everyone who works in advertising is directly involved in the creative process, there are many other roles which require highly creative thinkers.

People who work in the industry want to do work that is creative, but want it to have a practical impact too. Those who are successful all share the special skill we call Diagonal Thinking. Oscillating effortlessly between logical or rational thinking, and creative or lateral thinking, they are able to analyse a company’s business and then make creative leaps based on their findings. We are always looking out for people with this special skill and we are keen to encourage applications from people who might not have known they were especially suited to our industry.


You can take this free test and find out if you are a Diagonal Thinker. If you are, you could be suited to the advertising and communications business. The self-assessment is designed to take a minimum of forty minutes but with registration and practice questions it takes at least an hour and a quarter in total to finish if you complete the whole self assessment in one sitting. The average time taken to complete the self-assessment is nearly two hours. You should therefore only proceed to the registration section of this site if you are able to give the self-assessment two hours of your uninterrupted time. The test should be completed in a single sitting. Note that the test complies with the Data Protection Act and applicant profiles will be anonymously monitored to ensure diversity/equal opportunities are respected.