10 Graduates Complete the Inaugural Lucky10Grand Training Course with Flying Colours
10 graduates from working-class backgrounds have all successfully completed the inaugural Lucky10Grand training course, which was created to address the lack of direct marketing training resources for working-class individuals.
The initiative was set up by Lucky Generals and the Effie UK, who donated £10,000 worth of training, and Commercial Break, who facilitated finding the right candidates and mentored them through the programme and beyond.
The course provided effectiveness training to help graduates make their mark in the industry by understanding the fundamentals of producing effective marketing and emphasising the importance of that in driving sales, growth, and profit. The 10 graduates all came from diverse working-class backgrounds across the UK, representing various ages and experience levels; with one graduate originally from the Ukraine and another a self-taught strategist during covid-19.
Through virtual sessions, scheduled modules, and mentoring the graduates were asked to develop and design a marketing model for a brand, from defining the challenges of the brief to developing strategies and insights and bringing the strategy to life. Now having successfully completed the course the skills gained will help give them the tools and insight for their future careers.
The course was created to mark both Lucky Generals 10th birthday and its recent winning of the UK's top effectiveness prize - the Grand Effie - for its long-running campaign for Yorkshire Tea.
Lameya Chaudhury, head of social impact & client partner at Lucky Generals, said, "The only way this industry will increase inclusivity and equity is by reaching out to a wider talent pool and giving them the knowledge they need to forge a career. Our graduates, despite their demanding schedules, were inspiring. Their feedback was invaluable in understanding barriers and supporting diverse talent through inclusive practices."
Anton Trofimchuck, a Lucky10Grand graduate, said, "Despite my extensive experience, including working during the Russian invasion of Ukraine and holding a master's degree from a top business school, it's incredibly difficult to break into the industry. The course taught me the blend of creativity and data, and I highly recommend it to anyone in marketing. I'm already applying the knowledge to my freelance projects, and these skills are invaluable."
Rachel Emms, managing director of Effie UK, said, “It’s essential to encourage diverse perspectives in the industry. We had a huge number of applicants for Lucky10Grand, which gives you an idea of the scale of the need. The 10 candidates who completed the course were switched on, passionate and articulate. The final workshop session felt like a big moment, seeing all the graduates complete the Effie Fundamentals training course with flying colours.”
Ryan Betts, one of the delegates, highlighted the course's impact on his career, stating, “The Effie framework is a brilliant tool. Learning from real-world examples of successful campaigns showed how the framework achieves impressive results.”
James Hillhouse, founder of Commercial Break, said, "The industry has been fishing from the same pond for too long. Lucky10Grand provides crucial experience and bridges the skills gap that agencies often overlook. It builds confidence, proving to participants that they belong in the industry. Agencies need to rethink their approach to under-represented talent and commit to inclusive practices."
