IPA sets up one-stop-shop solution for agencies to capitalise on Apprenticeship Levy

The IPA has announced its new, one-stop-shop solution for IPA member agencies and like-minded corporates in media and the creative industries, to understand and capitalise on the Apprenticeship Levy* which comes into force 6 April 2017.

With six years of experience of building and testing an apprenticeship programme for the sector through its original Creative Pioneers programme, the IPA has created a new consortium of training providers, led by Arch, to deliver a streamlined approach called Creative Pioneers 2.

Says Paul Bainsfair, Director General IPA: “This Levy is like many new Government initiatives, well-meaning, but heavy on red tape. I’m pleased therefore that we have managed to pull together something I think will be most useful to our larger member agencies.”

Creative Pioneers 2 will offer all participating companies a range of benefits regarding the apprenticeship process, including:

  • Strategic advice – including support in developing a three-year plan for optimizing the Levy, including training opportunity analysis against existing and future employees, and mapping to available recognised apprenticeship qualifications; Advice and management of all aspects of drawing down funding from the Levy account via digital vouchers; Directorial support for an organisation’s steering committee and attendance at committee meetings.
  • An account management service – including a dedicated Creative Pioneers2 account manager to work with each company.
  • Brand marketing
  • Job advertising and school leaver recruitment – including a free advertising and recruitment service for every vacancy placed through Creative Pioneers2 with the aim of providing a minimum of three candidates per role.
  • A technology platform, which includes central monitoring of progress of all apprentices who are being funded from Levy contributions.

Says Janet Hull OBE, Executive Director at Creative Pioneers2 and IPA Director of Marketing Strategy: “There is no doubt that the Apprenticeship Levy is challenging agencies to rethink their recruitment strategies and it's a great way to access and attract more diverse talent into our industry. But there's a lot to take in when you first start. This is why the IPA has invested the past two years in putting together such a comprehensive streamlined process to help our agencies to really capitalise on it."

Apprenticeships are open to school leavers and graduate recruits, as well as existing employees, and the IPA’s Foundation Certificate will be included in the apprenticeship training offered by Creative Pioneers 2.

Commenting on the IPA’s talent agenda, Patrick Mills, IPA Director of Professional Development, “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 and precisely why the IPA is working with our training providers to integrate IPA qualifications into the training programmes.”

Seventy per cent of levy-paying IPA member agencies have already signed up to Creative Pioneers2: Adam&EveDDB, AMVBBDO, Fold7, GroupM, Havas Group, Imagination, JWT, Maxus, McCann World Group, MEC, Mindshare, MullenLowe, Ogilvy, Omnicom Group, Publicis Media, Wieden + Kennedy. Additional agencies are still formulating their plans.

In addition to the IPA’s Apprenticeship offering, the IPA has this year announced its Advertising Unlocked initiative which involves 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 sixth formers, school leavers and undergraduates but career changers and returners to work are also welcome. The IPA has already secured 60 top agencies, with more to follow later this year.

For more information, visit WWW.CREATIVEPIONEERS2.CO.UK or contact: Leila Siddiqi: leila@ipa.co.uk or Ben Rowland: ben.rowland@archapprentices.co.uk

Notes to editors:

*The new Levy – 0.5% of payroll over £3 million per annum – for employers, can only be used for apprenticeship training. This can be for new hires or for upskilling existing employees. 

Last updated 21 January 2022