Metro IPA UK Government

Metro and IPA join forces with the Government to search for 'Creative Pioneers' and offer work placements to youngsters


By The Drum Team | Editorial

March 20, 2012 | 4 min read

Newspaper brand Metro is to partner with the IPA to launch a nationwide search for digital talent and creative entrepreneurs.

Backed by the Government, ‘Creative Pioneers’ will aim to find 300 young people who will be awarded the opportunity to work within creative media businesses across the UK.

Over 100 businesses are involved, from sectors including advertising, animation, film, gaming, interactive media, mobile entertainment, publishing and web design including Aardman Animation, Facebook, Twitter, Zynga, Saatchi & Saatchi, Sapient Nitro, Omnicom Media Group and Spotify.

A jury of creative and digital experts will choose the best candidates and assign them suitable placements for September.

The challenge will appear on a four page Metro coverwrap this morning (Tuesday 20 March).

Linda Grant, managing director of Metro, said: “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 media 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 we that we secure the future of the creative media 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.”

Culture Minister Ed Vaizey said: “This brilliant scheme will create hundreds of exciting and rewarding new jobs for young people in the creative sector. The creative industries represent a massive opportunity for growth and the IPA and the businesses 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.”

Nicola Mendelsohn, IPA president and executive chairman and partner for Karmarama, added: “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.”

Applications must be made through the Creative Pioneers website, with three categories to choose from; ‘Can-Do, Can-Code and Can-Start. Applicants are asked to answer three questions and submit a 60-second video of themselves explaining why they believe they should be considered as a creative pioneer.

The deadline for applying is 27 April.

Metro IPA UK Government

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