James Hunt, managing director at GMR Marketing explained the agency opted to launch the apprenticeship to generate discussion, as well as provide the next generation of event industry professionals with a platform in which to grow.
"We were inspired by similar successful programmes we had run for our clients in other markets and as an agency, we have always focused on developing up-and-coming talent," he said.
"The apprenticeship allows us to provide someone with the perfect opportunity to break into our industry and fast track their experience in a way that has never previously been done. It will also provide the industry and budding event professionals with behind-the-scenes insights throughout the year."
An average day
A key highlight of the apprenticeship includes attendance at events such as the Olympics Games in Rio, where GMR has recently established an office, and a Super Bowl. On a day-to-day basis, they will learn the ins and outs of event organisation and execution.
"The apprentice will not just get unprecedented access to the biggest and best events around the world, they will get to experience what goes in to delivering an event and creating the hype that surrounds the event," said Hunt.
"The apprentice will be attending the events as a GMR ambassador and will be visiting the client experiences we are creating, attending pre-launch and pre-match PR sessions and getting to witness how it all comes together from a creative vision through to the actual experience."
He added that there will be also be a journalistic element to the apprenticeship. "The apprentice will be conducting interviews with industry experts, professional athletes and fans to provide behind-the-scenes insights through a range of mediums such as blogs, video diaries, podcasts and a white paper."
While prior experience isn’t essential, Hunt notes the apprentice will need to have an understanding of the sports marketing industry.
Hunt said there is no guarantee of full time employment upon completion of the 12-month apprenticeship, however that doesn’t say an opportunity may arise for the right person.
"We are obviously hoping that we will find a high quality individual who may be able to transition in to the agency post apprenticeship, opportunity pending," he added.
Moving forward there could be plans to make the program an annual offering, as well as expand its reach beyond the UK.
"We have seen these types of programmes work extremely well for our clients, however this is the first of its kind in the agency world and we are really excited to see how it develops and progresses throughout the year," said Hunt.
"It is a programme that has captured the imagination of the whole agency and we’d certainly be hoping to provide a similar, if not the same program on an annual basis, be it based in the UK or other GMR markets such as the United States."
Programme entries close on 16 September, and selected entrants will be required to take part in a four-stage interview process.
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