Stephanie Khan
4th Dec 2018

Advertising’s first dedicated apprenticeship is here

The Advertising and Media Executive apprenticeship standard was officially launched at the IPA’s offices on Tuesday 27th November. After over two years in the making, senior members of the UK’s top agencies as well representatives from the industry joined to celebrate a landmark achievement in making advertising more accessible.

The IPA and Arch Apprentices were delighted to announce that the Institute for Apprenticeships (IfA) has agreed funding for the new standard, the first time that an appeal has been won. The Standard has been developed by a trailblazing group of industry employers, including?. It is the first apprenticeship scheme of its kind to be specifically designed by the industry, for the industry, that can be funded by agencies through their Apprenticeship Levy and incorporated into their new starter programmes.

What was said at the event

Agencies were briefed on how they can adopt the Advertising and Media Executive programme into their recruitment and retention strategies at the event. A number of speakers were also present, including Founder and CEO of Hunterlodge, Rob Hunter. He opened the evening by explaining to the agencies the journey the trailblazers and the IPA went through to finally get to where we are today, with a deliverable standard. He emphasised how this programme will truly change how agencies recruit and train entry-level talent, whether that be graduates or not. He wanted the agencies to know how much work has gone into making sure this apprenticeship is truly not only what the agencies want but also what the advertising industry needs.

Rob was then followed by Cathy Little, a Learning and Development Coach at Arch. She previously worked in senior HR and talent roles in large advertising agencies, so she had the unique perspective of being able to relate to the agency members in the room as she was previously in their position. She talked through the programme and what it involves, as well as providing an explanation and context as to why the apprenticeship was developed this way.

The final speaker was Neil Weller, the managing director from Troup, Bywaters and Anders and the Chair of the Apprenticeship Ambassadors Network for London. 20% of his workforce is made up of apprentices, where he develops them from junior level all the way to degree holders. He provides an outsiders perspective and celebrated the commitment that the IPA and the trailblazers have shown to increasing the presence of apprenticeships in their industry.

About the Advertising and Media Executive apprenticeship

The 12-18-month Level 3 Advertising and Media Executive Apprenticeship is designed to fit around the new recruits’ day jobs and incorporates the IPA’s award-winning Foundation Certificate, and much more to provide learners with a comprehensive understanding of the industry.

Says Rob Hunter, Founder and CEO, Hunterlodge and Chair of the trailblazer group of employers: “Our incredible group of agency trailblazers have worked tirelessly to develop this Standard. Having been created by those already in the industry, the content is tailor-made to meet our business needs and will provide an invaluable resource for all agencies to ensure their new starters hit the ground running.”

Says Ben Rowland, Co-Founder, Arch Apprentices: “We are so excited about the launch of this new apprenticeship programme, designed by and for the advertising industry. This Standard is the one that will really allow the industry to embrace apprenticeships at scale and with momentum.  We look forward to working with agencies and continuing our collaboration with the IPA to make this something truly special for the UK ad industry.”

Agencies involved in creating the standard are: 360i, Across The Pond, AMV BBDO, Bray Leino, BBJ&K, Elvis, FCB Inferno, Generation Media, Goodstuff, GreenHouse,Group M, Hunterlodge, J.Walter Thompson, Karmarama, Leo Burnett, Manning Gottlieb OMD, MBA, MediaCom North, mcgarrybowen, Mindshare, Momentum, M/Six, Mullen Lowe Group, Omnicom Media Group, PHD Media, Posterscope MKTG PSI, Publicis Media, RAPP, The & Partnership, Total Media, VCCP Media. The Group is being supported by the IPA and by Creative Pioneers’ partner Arch Apprentices.

 What’s included in the programme:

  • Comms Skills Training
  • Business Writing Safari
  • Negotiation Skills Training
  • Big Pitch Session
  • Resilience Training

The programme also has a creative or a media pathway, depending on what your agency specialises in.

Intake for the programme will be in bi-annual cohorts to align with agencies’ typical recruitment times. The first cohort will be February this year, if you’re interested in either putting your existing employees or recruiting new hires onto the programme then please register your interest by 14th December 2018.

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