The UK’s agency trade body the IPA has chosen the first winners of its IPA/Metro Creative Pioneers Challenge, a bid to get more new entrants into the creative and digital media industries. There are 87 successful candidates.
Of the successful candidates:
· 20 per cent have been offered internships, comprising a three-month paid placement in a company.
· 21 per cent have been offered paid apprenticeships, comprising a one-year Government and Creative Skillset-backed formal scheme consisting of training, on the job learning, and a qualification on completion.
· 59 per cent have been offered business support tailored to their business needs, such as the offer of a mentor, office space and/or publicity.
· The successful candidates range in ages from 16 to 46-years-old, with the average age at 24-years-old.
· 83 per cent of the opportunities are based in London, six per cent in Newcastle, six per cent in Manchester, two per cent in Edinburgh and one per cent in Bristol.
· Companies offering jobs include: AMV BDDO, Square Enix, Karmarama and ZenithOptimedia.
· 33 per cent are ‘Can-Dos’ – those who have creative flair, bright ideas and commercial instincts, but may be lacking experience. Their average age is 20-years-old.
· Eight per are ‘Can-Codes’ – those who know how to develop programs required for the creative business environment. Their average age is 19-years-old.
· 59 per cent are ‘Can-Starts’ – those that have a creative business idea linked to digital content or platforms, but need commercial exposure and support. Their average age is 27.
Ed Vaizey (pictured), UK coalition government minister for culture, communications and the creative industries, says: “To stimulate growth in the economy it is essential to help match employers with Britain’s incredible pool of talent, so this brilliant approach is exactly the sort of thing that we need to see. Life-changing opportunities are on offer, and it’s a win-win situation for both successful candidates and those businesses offering to kick start great careers.”
Nicola Mendelsohn, IPA President and boss of agency Karmarama, says: “Who would have thought one year ago that this vision would become a reality? We have broken new ground, learnt along the way, and identified new paths to market for fresh talent. Our ambition is for all IPA member agencies to adopt an apprentice, an intern and a start-up. The momentum is growing. The need is there. Our Creative Pioneers of 2012 are the proof.”
Unsuccessful candidates can register onto the National Apprenticeship Service and can upload their CVs onto the IPA’s Talent Pool service to make their details available to agencies within IPA membership who have job opportunities.
87 is hardly a huge number and the percentages above should be viewed with that in mind, but this recruitment initiative is timely. In recent years the few new recruits to UK ad agencies have nearly all come from smart universities and it’s to be hoped that this intake is more varied.