Northern agencies join forces to nurture the next generation of creative talent

Places on the coveted creative programme School of Thought are being funded by five leading Leeds agencies

Global full-service agency, IMA, is leading the charge to improve social mobility and increase opportunities for the next generation of creative talent.

The agency is supporting School of Thought – the creative course for competitive, fearless thinkers in the North – by funding places for people not currently in the industry, opening the door to those who may feel unable to partake due to financial barriers. The remaining places are taken by those currently working within agencies. The intake will get hands-on agency experience, developing and pitching big ideas over a 12-week period.

Since announcing its funding, IMA has inspired five other leading Northern agencies to come on board – McCann Leeds, Jaywing, Gold79, Finn and The Sharp Agency.

According to an ONS survey, 33% of the Yorkshire and the Humber’s creative industries employment is found in Leeds alone, with marketing and advertising having an above expected concentration within this. (Mapping the Scale and Scope of the Creative Industries in Yorkshire and the Humber.)

The more the creative industries grow outside of the M25, the more opportunities there are for people who may have been held back by the need – and cost – to relocate to London, the historical heart of advertising.  

Leeds is the UK’s fastest growing city and is the main driver of a city region with a £64.6 billion economy, a combined population of 3 million and a workforce of 1.37 million (Leeds.gov.uk). It is also one of the most diverse cities in the UK, with over 169 nationalities calling it home (COE, 2021).

This diversity isn’t something that’s typically reflected in the marketing and advertising industry. 75% of marketing agency leadership teams are exclusively white and are generally underrepresented by women, according to a 2022 diversity and inclusion study carried out by The Agency Collective and Nottingham-based digital agency, Hallam. Meanwhile, the latest industry-wide All In Census, supported by ISBA, the IPA and the Advertising Association and carried out by Kantar, found that people from working class backgrounds are outnumbered two to one by those from a privileged or professional background. It also showed that 72% of people working in the industry have a degree compared to 48% of the wider working population.

Phil Cookson, Co-founder of School of Thought, commented: “School of Thought is open to absolutely anyone who thinks they’ve got what it takes. We run the course at cost to keep the entry fee as low as feasibly possible, however, we appreciate this may still be a barrier to entry for some. Having the support of IMA-HOME and other leading agencies is incredibly valuable, and I hope that together we can encourage an even more diverse range of up-and-coming creatives to apply.”

School of Thought is about to enter its ninth year and was originally launched in Manchester in 2016, followed by Leeds in 2020. School of thought runs until June 2024 in Leeds, with the Manchester programme kicking off in September. IMA-HOME has been involved in School of Thought since its inception in Leeds and a number of School of Thought alumni are currently working at the agency.

Nickii Gray, Chief Exec Partner at IMA, elaborated: “We’re delighted to be able to help School of Thought nurture Northern creative talent, and to have inspired other agencies to get involved with funding places on the course.

“We are firm believers there is no better industry for young people to gain such vast life experience from and so early careers is a big focus for us. Giving young talent pitch experience is a great eye opener, and we run a similar scheme internally. We also advocate for local social mobility, with apprenticeships and initiatives like Upriser and Advertising Unlocked. So, funding spaces to give more people a taster of the industry was a no brainer. We can’t wait to meet this year’s intake and see what they create.”

Richard Sharp, Creative Director at Sharp Agency, commented: “School of Thought is a brilliant initiative, which is why we have loved supporting it for the last five years. Witnessing how quickly the participants develop their creativity is a highlight of my year.”

Chris Weston, Creative Director at Finn said: “We’re dedicated to creating a more inclusive environment in creative agencies. That’s why we’re helping fund it by sponsoring a candidate, giving them opportunities they might not usually pursue. Talent is everywhere, regardless of background.”

Karl Stones, Executive Creative Director at Jaywing, added: “Jaywing are excited to be part of the School of thought this year. We see this as a great opportunity to support nurturing and growing the raw talent within the northern region. Our teams are thrilled to be welcoming the participants to our offices in Leeds and Sheffield and seeing the innovative responses to the briefs.”

Tamarind Wilson-Flint, Co-Founder at GOLD79 concluded: “Opening up our industry to the widest talent pool is an essential for all who operate within it currently. With three members of our team having taken part in School of Thought, we place great value on the programme and the creativity and conversations it sparks. We are delighted to be supporting this initiative alongside IMA and all other agencies involved.”

Leeds has seen many companies open Leeds branches over recent years. This includes Channel 4, which set Leeds as its new national HQ in 2018. The Mayor of West Yorkshire, Tracy Brabin, has recently spoken of her plans for the region to be a thriving cultural and creative (Creative UK). Programmes like School of Thought help to achieve this vision.

Source: IMA

  Agency, Finn, GOLD79, IMA, Jaywing, Leeds, School of Thought, Sharp Agency, UK