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IPA and NABS unite on training scheme to tackle 30-50 year-old employee drop-off

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By Natalie Mortimer | N/A

April 25, 2014 | 3 min read

The IPA and the National Advertising Benevolent Society (NABS) have teamed up to offer a series of training courses specifically targeting the 30 to 50 age group, which represents the largest employee fall-out rate in the advertising and media industry.

The courses, which include digital strategy, coding and presentation skills, will be open to non-IPA members and aim to “re-train, re-fresh and retain” industry professionals within that age range.

A NABS spokesman told The Drum that people are dropping out of the industry between the ages of 30 and 50,for a number of reasons. “One of the reasons is that youth is often seen to bring new talent, fresh ideas, originality and innovation. But these qualities shouldn’t solely be the domain of the young. Another is that an experienced, older workforce comes with issues: firstly money.

“It goes without saying that more experienced people have higher salaries, and demands (such as family) that require them to seek higher remuneration. Simultaneously, procurement departments are cutting costs and clients are placing less value on the cost of experienced directors," he said.

NABS added that the recession and prejudice and are also catalysts for people leaving the industry, with younger people having “an instinct for new media”.

The training courses will be run for eligible candidates from May 2014 throughout the UK.

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