Industry unites to attract future talent at Festival of British Advertising

As part of the IPA’s Festival of British Advertising, the IPA is announcing a number of initiatives, including apprenticeships, internships, school tours and agency visits, to help attract future talent into the advertising industry. This includes the launch of the 2017 Creative Pioneers2 national apprenticeship programme which, fuelled by the impending Government Apprenticeship Levy, expects to recruit around 500 new faces to the industry this year.


The 2017 Creative Pioneers2 programmeaims to double the number of industry apprenticeships year-on-year to over 500 and, as announced at yesterday’s launch event, the scheme has announced three key developments to help achieve this, including:

1. New qualifications

The 2017 scheme offers includes training offers apprentices pathways in digital marketing, digital analytics and content production and can also support apprenticeships in legal, HR and finance.

2. New and bigger employers on board

The Government Apprenticeship Levy on employers with a payroll of over £3m, which comes into effect on 17th April, is providing new impetus for some of the industry’s bigger agencies, including Dentsu Aegis, BBDO, DDB, Omnicom, McCann and many more who have recently joined the scheme.

3. A new infrastructure to deliver quality service at scale

The scheme has reconfigured its training partnerships across the country under the Creative Pioneers 2 (SQUARED) brand, to provide an integrated national service and have appointed Arch, part of the Blenheim Chalcott Group, as its technology partner.

To date, the scheme – now in its sixth year - has placed more than 500 school leavers in over 200 businesses up and down the country, including 25% from BAME backgrounds.


In addition to the Creative Pioneers 2 launch, the IPA also ran a session at the Festival for graduates where it outlined its AdMission internship programme which focuses on bringing STEM and diverse talent into the industry. So far, fifty STEMgraduates are lined up for internships within 20different agencies in 2017.

School tours

The Festival is also welcoming almost 1000 school, college and university students from 36 institutions through its doors, where they will get a tour from a young industry employee, discover if they have the right brain chemistry for a career in adland, and will find out information on how to enter the industry.

Advertising agency nationwide open day

Further to this, the IPA announced details of Advertising Unlocked, a nationwide open day on 29 September, where advertising agencies will open their doors to showcase the industry. Visitors will find out what advertising is all about, how to start their career and why advertising is a viable career choice. The day is aimed at school children, school leavers and graduates but career changers and returners to work are also welcome. The IPA has already secured 50 top agencies, with more to follow later this year..

Commenting on the IPA’s talent agenda, Patrick Mills, Director of Professional Development, IPA said, “The Levy has been a catalyst for the advertising industry to cast its net wider in the hunt for new talent. It will also up the ante in investment and in learning and development for agency staff, which is good for business. We are pleased that Creative Pioneers will be able to start their professional career and achieve IPA qualifications as part of their apprenticeship.”

Last updated 21 January 2022