The Advertising Association has released a new report, ‘Unlocking Apprenticeships to Drive Growth’, calling on the Government to seize the opportunity to be ambitious with the new Growth and Skills levy to drive growth in one of the UK’s most economically significant sectors: advertising and marketing.
The report draws upon insights from the IPA, CIM, Channel 4 and Google which highlight how apprenticeships in advertising and marketing can address skills shortages, enhance social mobility, and drive economic growth.
While the advertising and marketing industry represents a vital component of the nation’s creative and professional services sector, accounting for 4% of GVA, businesses face challenges with the apprenticeship system, particularly the lack of flexibility in the apprenticeship levy.
The report’s case studies draw from direct experience of businesses using apprenticeships, including Channel 4’s 4Skills programme which has dedicated £5m hiring apprentices across its UK locations in 2024; Google’s apprenticeship programme which develops digital skills through work and study; as well as the IPA and CIM’s apprenticeship standards for the industry. It finds that despite these efforts, economic pressures and the rigid structure of the levy is limiting uptake, particularly among small and medium-sized enterprises (SMEs), preventing them from taking on more apprentices and growing.
The report calls for the Government to ensure that the upcoming Growth and Skills levy includes proposals which support growth, such as levy-funding of entry-level salaries (e.g. for the first 12 months), professional body training, inflation-adjusted thresholds, nationwide flexibility, faster updates, flexible assessments, and school KPIs.
Such proposals would provide a clear roadmap to unlock the potential of apprenticeships to drive growth, drive inclusion and drive business innovation and competitiveness, at a time where the mission to grow the economy is critical
The full report can be downloaded via the box on the right-hand side of the page.
If you are interested in discussing the report further, please contact pga@adassoc.org.uk
