City College Brighton and Hove has announced the launch of the Sussex Digital Media Apprenticeship - a new apprenticeship for the digital era. The Apprenticeship has been developed in response to employer demand and to help meet the skills needs of Brighton & Hove’s thriving creative and digital sector. The Apprenticeship builds on the success of the Digital Media Apprenticeship launched by Skillset, National Apprenticeship Service and Creative Process at Apple’s headquarters in 2009. Since then it has been embraced by hundreds of companies from large media corporations (BBC, Reuters, Channel 4, IMG World, ITN, Ogilvy, EMI Music) to many more SME businesses, social enterprises, charities and start ups across a range of different sectors.

“The College has already got 800 apprentices working with employers across Brighton and Hove and its clear that the creative and digital sector is a critical area for future skills and growth”, said Jack Hiett, City College’s Digital Media Consultant. “We want to invest in the skills and digital knowledge of our young workforce to help companies recruit home grown talent that is equipped with the skills demanded by the 21st Century. The apprentices that we place with companies are from a digital generation and they’ve got amazing intuitive skills when it comes to using internet, social media and digital technologies. They’re creating and consuming media in ways that were unimaginable just ten years ago and reflect how young people interact with the market so they’ll be an incredible asset to the companies that take them on as apprentices.”

In Brighton, Digital Apprenticeships are being supported by iCrossing, the digital marketing agency that specialises in search, social, and creative services. "’Harry Potter’ is the highest grossing film series ever, ‘The King’s Speech’ the most successful independent film of all time, Adele's ‘21’ album is the best selling digital album of all time, 35% of all video game sales in Europe were developed in the UK and UK Digital Marketing and Advertising is still growing by 5% or more despite the recession”, said iCrossings’ UK CEO, Paul Doleman. “Yes, we’ve many reasons to be proud of our UK creative industries, yet they couldn't be so successful and sustain growth without talented people, which is why I'm delighted to see the announcement of City College's Digital Apprentice scheme.”

“iCrossing, our City, the region and the wider creative industry rely on young, motivated, digitally savvy people wanting to do great things, make a difference and change the world. Technology is touching and changing the way we do business, entertain ourselves, communicate and more and I expect to see the innovators of tomorrow emerge from City College’s Digital Apprenticeship scheme today and iCrossing are happy to support it and extend our best wishes to the team behind it."

“The cultural and creative sector in Brighton and Hove is extremely important to the city’s future”, said Paula Murray, Brighton & Hove City Council’s Commissioner for Culture. “It is one of the key drivers of the city’s economy and contributes to the city’s profile and reputation as a cultural destination. Nurturing new digital talent and creating exciting opportunities for young people to make a career in this sector is vital – that’s how it will continue to grow and develop.”

Arts Council England, South East is also supporting the Digital Media Apprenticeships launch at City College as part of its commitment to a healthy and vibrant creative sector.

Sally Abbott, Regional Director at Arts Council England, South East, said: “The Arts Council is currently working with its partners towards a national programme of support for creative apprenticeships, which will ensure fairer entry routes into the creative and cultural sector at a time when such opportunities are few.

‘It’s fantastic to see Further Education institutions like City College taking a leadership role in ensuring the workforce of tomorrow is highly skilled and capable of helping to drive economic growth. We wish them and the young people they will work with every success.”

For more information on the Sussex Digital Media Apprenticeship, contact Jack Hiett on 01273 667788 x 411 or email

For more information on courses at City College, call 01273 667759, email or see

For City College media enquiries, please call Brian Bell, Marketing Communications Officer, on 01273 667788 Ext. 488 or email website

About iCrossing UK

iCrossing UK is a digital marketing agency specializing in data driven strategies to build connected brands and create great experiences.

We blend best-in-class digital marketing services — including paid media, search engine optimization, creative, Web development, social media, UX, research and analytics — to create integrated digital marketing programs that engage consumers and drive ROI.

iCrossing UK’s client base includes such recognized brands as The Coca-Cola Company, The LEGO Group, Virgin Atlantic, LG Electronics and John Lewis.

iCrossing UK is part of iCrossing, one of the world’s largest digital marketing agencies, which employs over 750 staff in 19 offices around the globe, including 125 staff based at UK offices in London and Brighton.

iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies.

For more information, please visit or contact us at

For further press enquiries please contact:
Matt Shaw at Limelight PR on 0207 484 6120

Published on: 4:15PM on 6th July 2012