Industry Launches First Creative Apprenticeship Programme to Diversify Department

A large group of leading agencies, coordinated by the IPA and supported by Creative Pioneers, has developed the first apprenticeship scheme for young creatives, written by agencies for agencies. It has been designed to help diversify the traditional white, male, middle-class make-up of the creative department and will equip recruits from all backgrounds with the knowledge, skills and behaviours to become successful creatives.

The Level 3 Junior Creative Apprenticeship Standard has been officially approved by the Institute for Apprenticeships and Technical Education and the training will be provided by Ravensbourne University who will deliver a high calibre of training via tutors who have industry backgrounds and excellent links to creative and tech businesses.

Fourteen modules, taught over 18 months, will cover topics ranging from taking the creative brief from the account planner, to understanding the client’s requirements; to amending and redeveloping ideas; to working with specialist producers; and managing the pressure of tight deadlines and busy schedules, working on multiple projects simultaneously as required. The majority of training will be carried out remotely, allowing individuals and agencies throughout England to take part.

Participating agencies, both creative agencies and media agencies with creatives, will be able to use their Apprenticeship Levy to fund either a new starter through the Standard or to upskill a current employee into a creative role. Data suggests that many agencies are not taking advantage of this valuable financial resource. Meanwhile, agencies that do not pay the Levy can still benefit, with government paying 95% of the training cost.

Janet Hull OBE, director of marketing strategy, IPA and chair, Creative Pioneers, says: “Never has it been more important to diversify the creative department, which for 50 years has mainly been dominated by white, middle class, university-educated men. The latest McKinsey report makes it clear that this is not just a moral issue but business critical: those companies with the best diversity and inclusion make more money, solve problems faster, retain and engage better and have better understanding of consumers. This new Junior Creative Apprenticeship Standard provides an incredible opportunity for agencies to access and develop the best, most diverse talent to help drive their success, both immediately and into the future. Enormous thanks go to all those involved in bringing this comprehensive programme to fruition.”

Stu Outhwaite-Noel, chief creative officer at Creature - who is spearheading the Standard with CEO of Creature Dan Cullen-Shute - adds: “With the Junior Creative Apprenticeship Standard, we've at last opened a door to welcome and embrace creative talent who haven't the means to attend traditional advertising courses. This could be a real game-changer, changing the face - and the faces - of advertising creative departments. Get involved and help us knock down that door."

The scheme will require a collective commitment from agencies to achieve the required cohort of 25 individuals to start their apprenticeships in September this year. AMV BDDO is one of the first agencies to pledge one of these opportunities.

Kelly Knight, HR director at AMV BBDO who was responsible for helping to create the Standard and successfully pitch it to the IfA, says: “The launch of the Junior Creative Apprenticeship Standard gives us an excellent opportunity to welcome those who wouldn’t otherwise think about working as a creative. It offers us the chance to really diversify creative departments across the UK. Whilst also providing a structured learning programme that will not only build and refine craft skills, but also enable us to develop individuals with raw creative talent. I urge fellow agencies to help us reshape the future of creativity by joining in and signing up.”

To find out more about the Junior Creative Apprenticeship Standard, contact the IPA’s professional development training officer Gwyn March.