Based at a brand-new Birmingham campus, The&Academy will provide full-time training and work experience to the next generation of diverse talent, who might not otherwise have considered careers in the digital and creative industries.

The apprentices will learn and apply essential skills for the future in digital, tech and data.

In its first year, the focus is on attracting up to 25 apprentices from Birmingham and the surrounding areas. In future years, The&Academy will expand to North America and Europe.

The&Academy will be delivered by Multiverse, a provider of apprenticeship programmes for diverse future leaders, with the aim of establishing the first-ever centre of excellence for both media and creative specialists in Birmingham.

Partnering with Meta, Google and TikTok will ensure apprentices learn from and work alongside the best media, digital, and creative specialists.

The&Academy aims to solve some of the pressing issues currently facing the advertising industry, as well as the creative industries generally. Over half of chief marketing officers think a skills shortage is holding the industry back.

During the year-long course, the curriculum will cover the key principles of the media and creative disciplines and incorporate partnerships with some of the biggest names in media and technology.

Commenting on the initiative, Johnny Hornby, chairman and chief executive of The&Partnership, said: “Great brands are built by bringing together diverse creators and I’m proud that The&Partnership and mSix&Partners will be part of shaping the next generation of digital and creative talent.

“And, of course, digital, tech and data are essential skills for the future, not just in advertising but across the economy.”