Core Announced as Lead Partner for Institute of Creative Advertising and Design Upstarts Programme

Nadia Marlène Karim, associate creative director and Neil Rooney, executive director of the ICAD

Core, Ireland’s largest and most effective marketing communications company, has been announced as the ‘lead partner’ with the Institute of Creative Advertising and Design (ICAD) Upstarts programme. Upstarts is a free-to-participate training and mentorship programme which aims to develop the skills of emerging creatives, educate them about the industry and introduce the industry to them.

ICAD Upstarts provides a pathway to the creative sector for marginalised and underrepresented communities and caters for advertising creatives (art directors and copywriters specifically) and designers, preparing them for careers in the sector.

As lead partner, Core will provide several mentors as well as space and feedback, along with potential recruitment at the end of process.

Now in its 18th year, the ICAD Upstarts programme is the most established and recognised programme of its kind in Ireland, delivering tangible benefits to Upstarts, mentors, and host agencies / studios alike. The programme has proven to be deeply relevant to participants.

In recent years 75% of Upstarts felt the programme has had a significant impact on their career, while an overwhelming 98% of say they would recommend others participate in the programme. Likewise, 94% of host agencies and studios say they would look to the programme as a primary hiring ground.

Nadia Marlène Karim, associate creative director at Core and an ICAD Management Board Member, will lead the initiative for Core and participate as a mentor.

Reflecting on the profile of the industry, Nadia says diversity enhances creativity and innovation, and partnering with the ICAD Upstarts programme is a practical way to develop a more inclusive and diverse workforce within the advertising, design, and communications disciplines.

The Upstarts programme is so much more than ICAD members mentoring participants. It is about participants bringing forward new ideas, and fresh perspectives to the advertising sector. We will create the most effective work, when those creating it fully represent all parts of society in Ireland.

The Upstarts programme seeks to empower people with lived experiences, not always heard, to inform creative campaigns. The majority of those working in our industry are still from the affluent urban areas, reflecting the need for greater social demographic diversity, among others. Core are delighted to play our part in creating more diversity in our industry which will result in more powerful creativity which better connects with culture.

The deadline for applications to the 2024 programme is the 16th of July.

To apply, entrants can respond to an open brief which is available here.