100 Creative Businesses Join Forces to Offer 300 Job Opps to School Leavers

100 Creative Businesses Join Forces to Offer 300 Job Opps to School Leavers

LONDON, March 20, 2012/PRNewswire/ --

Facebook, Twitter, RSA Films, Aardman Animation, Saatchi & Saatchi, Omnicom Media
Group, Spotify, Zynga, global gaming company Activision and special effects company Double
Negative are just some of the 100 creative and digital media companies uniting behind an
innovative new recruitment drive across the country to fast track 300 young people into
employment in the UK. Spearheaded by advertising trade body the IPA, (Institute of
Practitioners in Advertising), this unique initiative has the backing of Govt with Ed
Vaizey, Minister for Culture, Communications and Creative Industries championing it.

Called the 'Creative Pioneers Challenge', applications open today (Tuesday 20th March
2012) and anyone aged 16+ can enter at http://www.creativepioneers.co.uk. Deadline for
entry is noon on Friday 27th April.

Successful applicants will begin work in September in a rich variety of roles as
apprentices or paid interns in television and film production, gaming, digital technology,
web design and analytics, social media, media planning and buying, creative services,
marketing communications and advertising. Furthermore budding entrepreneurs with a strong
creative business idea can also apply, and if selected will get access to the best in the
business, and support to get their idea off the ground via office space, mentoring or
investment.

The Creative Pioneers Challenge marks the latest phase of Nicola Mendelsohn's IPA
Presidential agenda. It is being supported by sector skills council Skillset, and in
partnership with UK's leading urban media brand Metro who will be running a four month
editorial and promotional campaign in 50 cities around the UK.

SaysCulture Minister Ed Vaizey: "This brilliant scheme will create hundreds of
exciting and rewarding new jobs for young school leavers in the creative sector. The
creative industries represent a massive opportunity for growth and the IPA and the
companies involved in this challenge are to be commended for nurturing and developing the
next generation of film directors, web and video game designers, advertising chiefs and
marketing experts."

Says Nicola Mendelsohn, IPA President and Executive Chairman and Partner, Karmarama:
"When almost a million 16-24 year olds are out of work, the need for this sort of
initiative couldn't be more apparent. One hundred companies across the creative and
digital media sector, and across the country, have pulled together to give 300 school
leavers the opportunity to get fast tracked into their first real job, or to realise their
dream of turning a business idea into a company start up. It's a real first - an
employer-led collective committed to finding a solution to the national need. And the
creative and digital media sector is well placed to do so, because there is high growth
and big ambition for the UK's potential. The government thoroughly supports us in this, as
we play our part in helping the economy to recover.

Furthermore, we hope this nationwide hunt for digital and creative talent will help
push apprenticeships into the mainstream and make our industry more accessible. We want
young people from any background to enter; it's not just about qualifications, it's about
having the right mindset and attitude; it's about seeing yourself as part of the next
generation of creative pioneers. This country's position in the world market relies on us
being ready for our digital future as well as our ability to innovate."

Says Brent Hoberman UKTI Business Trade Ambassador, Co-founder Profounders Capital,
Made.com and mydeco.com,who is a supporter of the Challenge:"Creative Pioneers Challenge
is a fantastic platform for championing the UK's creative diversity and excellence.
Creative and digital media is one of the fastest growing business segments of our economy;
and a perfect incubator environment for 16-24 year old 'digital natives'. I look forward
to meeting the next generation of talent through my association with this entrepreneurial
scheme."

Says Linda Grant, Managing Director of Metro: "We want to help young creative and
talented individuals to develop their skills and realise their potential. We know how
tough it is to get a foot in the door of the creative industries. Creative Pioneers is a
terrific opportunity for young people to take that first step on the ladder and kick start
their career.

"In these challenging economic times it is vital that we secure the future of the
creative industries, one of the fastest growing and most valuable sectors in the UK. The
creative pioneers of tomorrow need to be encouraged and supported. This challenge will
equip young people with the skills and qualities needed - innovation, risk-taking,
creativity and an aptitude for identifying commercial opportunities - that will enable
this to happen. I'm delighted that Metro is taking the lead, along with the IPA and our
partner companies, in finding the bright stars of tomorrow's creative and digital
enterprises."

Says Dinah Caine, CEO, Skillset, and Chair Creative Industries Council Skillset Skills
Group: "Creative Pioneers Challenge is just the sort of innovative approach we were hoping
for when we launched our Skillset Skills Group strategy report with Creative Industries
Council support in January of this year. This idea from the IPA is genius; it's difficult
for small creative businesses to make the time to set up apprenticeship schemes, but this
does not mean they are not interested. With this scheme the bigger companies help bring on
the smaller; the trade association acts as facilitator and adviser. And the whole of the
creative industries benefit from the associated publicity. It's a breakthrough model.
Another first from the creative and digital media sector."

Shortlisted candidates will take part in a speed dating event with companies offering
placements and the winning candidates will be announced at the end of July.

Go to http://www.creativepioneers.co.uk . There are three categories of entry to
choose from: Can-Do; Can-Code; Can-Start. Applicants answer three simple questions and
upload a 60-second video of themselves explaining why they believe they are a creative
pioneer in their category in order to be considered.

Last November the IPA participated and advised in a pitch by Skillset to create a
higher level 4 apprenticeship scheme for the creative and digital media sector. They
secured GBP1 million in funding from the Government, opening up advertising and marketing
communications, creative and digital media, fashion and textiles to 18-year old school
leavers for the first time.

Note to editors:

IPA

The IPA represents approximately 250 of the best advertising, media and marketing
agencies in the United Kingdom, together employing over 18,000 individuals. Collectively,
our agencies work for over 5,000 corporates, over 10,000 brands and manage, over GBP30bn
of marketing investment per annum. The current IPA President's agenda focuses on fresh
talent, better skills and better connections.

Metro

As one of the UK's biggest media success stories of the last decade, Metro produces
the world's most successful free newspaper, a content-rich website and interactive apps
for mobile devices. Created for an urban, city-loving audience, Metro delivers a mix of
news, entertainment and information to over 3.3 million people each day. Metro is part of
A&N Media, the consumer media company of DMGT plc. http://www.metro.co.uk

Skillset

Skillset is the Creative Industries' Sector Skills Council (SSC) Skillset is working
with creative and digital media businesses to create a new suite of apprenticeships: Level
4 Creative and Digital Media and Level 4 Advertising and Marketing Communications.

Source: The Institute of Practitioners in Advertising (IPA)

For further information: Issued by: Press Office, tel: +44(0)20-7201-8261; Institute of Practitioners in Advertising, 44 Belgrave Square London SW1X 8QS, telephone: +44(0)20-7201-8261, fax:+44(0)20-7245-9904, e-mail: danielle@ipa.co.uk, website:http://www.ipa.co.uk

-------
Profile: intent