The programme, delivered in partnership with creative advertising agency Wieden + Kennedy, is designed to build the skills and connections necessary to forge a career in the creative industries.
Khadija, a student from Mulberry School for Girls in Tower Hamlets, told us why she is taking part in the programme.
"What motivated me to join the programme is my (short) history with media. When I was in primary school I signed myself up to Cini Club, where I made countless short videos - my most memorable memory of the club is when I had to play a wild news reporter! Also, at GCSE I took media studies, where I had to create a print advert for a brand I created (I called the brand ‘Bonita’ Spanish for beautiful). This small taster of the advertising industry is what drove me to sign up for Pathways to Creative Industries with Wieden + Kennedy.
Not only do I want to learn how to adapt to a competitive environment like the advertising industry, but I also want to be challenged; what I mean by this is that I want to be able to view things from another angle, another perspective. I believe Wieden + Kennedy can deliver this, as I will be working with many other students and employees in W+K who will most definitely hold different views to me.
So far, we have learnt the 4 main key components in planning an ad. I now understand the importance of knowing the 4 C’s (Company, Competitors, Consumer, Communication) and how I can go on to create an ad. Also, my communication skills in public has taken a complete 360 turn - in week 1 I had to go out and ask questions to the people of the public! My confidence has definitely grown.
There’s nothing I have not enjoyed; from the brainstorming, down to the snacks... I’ve loved all of it."
33 students, aged 16-19, from three East-London colleges (Mulberry School for Girls, Leyton Sixth Form College, and Sir George Monoux College), are taking part in the programme this year. They are participating in workshops with creative advertising agency Wieden + Kennedy, in addition to soft-skills workshops led by Citizens UK and J.P. Morgan. Upon completion, they can interview for one of two exclusive Living Wage paid summer internships at the agency.
Students brainstorming ideas for a Nike advertising campaign