Developed in partnership with careers and universities experience platform Springpod, the initiative goes live today ( 21 May) with two free-to-participate work experiences, each devised to help people understand the industry and experience what it’s like working in advertising and media.

One explores creative and another the commercial roles in advertising, respectively supported by agency Neverland Creative and media owner Bauer Media Group. Experts from those companies will share their day-to-day experiences with participants and then guide them through a simulated activity brief.

The user can access various activities to improve their understanding of each function and take part in a quiz to identify the role best suited to them. Each experience amounts to around seven hours of digital content. Once completed, participants will each gain a certificate for their CV or personal statement.

The Advertising Association is launching the scheme on the back of various research findings: The ad industry supports 1.7 million jobs in the UK, 60% of which are based outside London (Advertising Pays 2025 ), yet only 35% of young people outside the capital know someone who works in the creative industries (The Sutton Trust 2024 ).

Meanwhile, the 2025 All In Census, a collaborative research study created by the Advertising Association, the IPA and ISBA, found just 20% of talent in advertising comes from a working-class background, versus 40% of the UK’s working population. Also, 2025 research from Creative UK found that 57% of people from a lower socio-economic background and 54% of 18-24-year-olds are less likely view creative careers as viable.

The skills hub can be accessed here.

The scheme marks the first time that the ad industry has been represented on Springpod. It is being funded by Media Smart and Front Foot, the Advertising Association’s network of brands, agencies, media owners and tech companies.

Sharon Lloyd Barnes, commercial director and inclusion lead at the Advertising Association, said: “There are so many exciting places to work across the ad industry for every skill set, but little awareness of how to explore advertising as a career. Our ambition for this partnership is to make our next generation of talent aware of the variety of roles that are available to them, providing the opportunity to learn more about them in an engaging way, and supporting young people with meaningful experiences they can take to interviews or their first role.”

Rachel Barber-Mack, executive director at Media Smart, added: “Virtual work experience in an exciting extension to Media Smart’s current careers and advertising literacy work. For the first time, through this partnership with the Advertising Association, every young person and young adult in the UK can access advertising careers simulations from school, home or college on the Springpod platform at the touch of a button. Moving forwards, we are excited to work with the industry to grow the roles and opportunities on offer.”