Different Narrative CEO Kieron Goldsborough believes the future of the creative industry is in safe hands following the conclusion of the agency’s second Different Narrative Academy.
The Ravensworth Terrace outfit opened its doors to 15 young people in September for an intense two-week training programme, with numbers tripling from its inaugural event in 2022.
He said: “When we set out on our DNA journey in 2022 it was seen as a way to champion the next generation of creative professionals. Earlier this summer, we had planned to roll the 2023 edition out to just 10 people, but we were blown away by their creative nous and so we ended up inviting 15 people to the agency this year.
“The depth of experience, from graphic design and creative insight, through to account management, strategic thinking and PR, copy and social media elements, was phenomenal to witness.”
During the two week training programme, the DNA cohort were put through their creative paces with a mixture of live client briefs, curveball briefs which reflected the realities of agency life, and a number of presentations from the Different Narrative team, who provided insight on their respective service lines.
“Each of the graduates brought something unique to the table,” added Goldsborough. “I think all of our team has also gained valuable insights from the group, as much as they have learned more about our industry. We’re excited to follow their career progress, it’s clear that our industry is in safe hands.”
At the end of the Different Narrative Academy, the group had a small graduation ceremony. Reflecting on her time with Different Narrative, Phoebe Henderson, a Mass Communications with Public Relations graduate from Northumbria University, said: “My time at DNA 2023 was a fantastic experience. I learned a great deal. I was impressed by how different departments collaborated to create innovative campaigns, from Public Relations to Copywriting and Client Services.
“What set DNA apart was the trust they placed in us. We worked on live briefs and even pitched ideas directly to clients. This hands-on experience was invaluable. I highly recommend DNA to future students. The welcoming atmosphere and insights gained solidified my passion for this career. It’s a job I’d gladly wake up for every day.”
In driving applications for the academy, Different Narrative partnered with NE1 LTD’s NE1 CAN project, which delivers 40 career insight events per annum bringing together cross-sector businesses, education and youth providers which showcases future employability opportunities helping young people to make informed decisions.
With more than a third of the DNA 2023 applying for the scheme following an NE1 CAN event, Kerry McCabe, Business Network Manager at NE1 said the whole process proved mutually beneficial. She said: “It’s such a privilege to be able to work with a business who share similar values in engaging young people now about work opportunities in the future. Giving young people real, cohesive and relevant work experience is a game-changer for individuals as they think about their own future employability options.
“Different Narrative were determined to ensure a diverse pool of applicants with the talent to progress and succeed in the industry and we were only too happy to help to spread the message. Often young people lack understanding of job roles and sectors simply as they don’t know they exist, something Different Narrative and NE1 CAN are both working on changing.”