Scheme gives students creative insight
A GROUNDBREAKING partnership is being launched to give Leeds College of Art students a unique insight into the challenges of creative businesses.
Headingley-based ICM Creative Communications, whose clients include Bupa and Superbreak, will pit two teams of students against its own staff in a competition which re-creates the pitch scenario undertaken in industry.
Each brief is presented in the same way as real-life competitive tenders and assessed by ICM’s directors.
Teams are scored for their creativity, presentation skills, original thinking and business acumen – with the results used to form a league table.
The scheme began as a part of ICM’s in-house training and development programme and managing director Ian Wood, a governor of the college, decided to extend the initiative to include students.
Caroline Airton, the account director leading the scheme, said: “All too often I hear managers criticising graduates who lack business acumen, without proposing any solutions.
“This scheme will give students a real understanding of how business is won and how innovative pitches are created and managed – invaluable experience for when they are looking for jobs.”
She added: “We passionately believe in keeping the best talent in the region. Initiatives like this demonstrate to students you don’t need to go to London for a rewarding and exciting career in design and marketing.”
As well as learning first hand about the pitch process, the students will receive detailed feedback and discuss their ideas with ICM’s team.
Fred Bates, graphic design programme leader at Leeds College of Art, said: “As an industry focused degree programme we aim to develop a studio of informed and highly skilled designers who understand graphic design as a profession.
“Our involvement with the ICM Creative challenge is an exciting opportunity that will offer our 3rd year design teams the experience of a professional design environment in preparation for their future careers.”
ICM has a client base that includes the national body for credit unions, ABCUL, international engineering company Weir Power and Industrial and Yorkshire-based Ventrolla.
