I didn’t take the ‘traditional’ route into media. That’s exactly why it worked
Opinion
To mark the UK’s National Apprenticeship Week (9-15 February), a graduate of WPP Media’s apprenticeship programme, Thrive, shares his experiences.
For too long, there’s been an assumption that there’s a single “right” route into media: a relevant degree, early industry experience, and a clear, linear career plan. But that model no longer serves an industry that depends on creativity, cultural understanding, and fresh thinking.
When I first started exploring career roles in marketing, the advertising industry felt exciting and something I could see myself enjoying. But it also felt very out of reach for an Engineering graduate.
No way did I think I had the right background – let alone experience – to be taken seriously as a candidate, especially for job listings that demanded two to three years of prior industry experience for “entry-level” roles.
However, careers rarely follow a straight line, and they don’t need to in order to be successful.
What apprenticeships unlock that degrees often don’t
My move into media came through WPP Media’s apprenticeship programme, Thrive. Unlike many traditional routes into media, Thrive actively encouraged career-switchers and even people without an advertising or media background to apply.
It showed me that I didn’t need to abandon my previous experience to build a new career. Skills I developed in engineering – analytical thinking, systems design and problem-solving – turned out to be directly transferable to media strategy.
Being embedded in an agency while learning gave me exposure to different disciplines such as strategy, planning, activation and partnerships that I didn’t even know existed as distinct career paths.
From visiting media partners’ offices and gaining firsthand insight into their capabilities, I found that a combination of hands-on agency work, structured learning, and mentoring accelerated both my confidence and knowledge of the industry from day one.
More than anything, apprenticeship programmes must create an environment where learning is expected at every step. This psychological safety makes a real difference – it allows people to contribute ideas earlier and take creative risks, even when they don’t have the “right” language yet.
Why access is still the media’s biggest blind spot
Individual experience is only part of the story. A recent culture review described class-based discrimination in creative industries as “crushing creativity”, and that really resonates with me.
When people feel they don’t belong, they speak up less. And when similar backgrounds dominate teams, perspectives narrow. The result isn’t just unfairness – it’s weaker work.
In our industry, these barriers tend to show up in two ways: lack of access and the resulting impact on diversity of thought and performance.
All too often, entry-level roles are still built around narrow definitions of potential. Whether that’s specific degrees, unpaid experience, or cultural familiarity that quietly exclude capable people who can’t afford to take financial risks early in their careers.
Paid apprenticeships help challenge this model by offering accessible routes into creative and strategic careers. By removing financial pressures and offering real responsibility from the beginning, they widen the talent pool and make the industry more representative of the audiences it serves.
The creative and commercial cost of homogeneous teams
From what I’ve experienced, having people in the room who didn’t come through traditional pathways encourages more grounded, audience-first thinking, which ultimately improves both creativity and commercial outcomes. I’ve seen conversations shift simply because someone questioned whether a campaign would resonate outside a London bubble.
If we want to produce work that resonates outside agency walls, we need to build teams that understand the realities of the people we’re trying to reach. Removing these structural barriers isn’t just a question of fairness – it’s a question of how organisations hire and develop talent.
What employers need to understand now
There’s intense pressure on young people to map out their careers early. But in reality, skills evolve – and hiring models need to evolve with them.
For employers navigating a rapidly evolving industry shaped by technology, automation and AI, this should matter. As skill requirements change, transferable skills and continuous learning matter more than rigid career histories. Apprenticeships aren’t just a social initiative – they’re a crucial investment in building adaptable, representative talent for a changing landscape.
Why this moment matters
Thrive didn’t just change my route into media – it changed how I understand potential. If we want to stay creative, competitive and relevant, we need to rethink how talent enters our organisations.
National Apprenticeship Week should be a reminder that apprenticeships aren’t a secondary pathway or an alternative. They’re a strategic route into the industry, bringing new voices, thinking and shaping a stronger future – they’re an advantage.
Prithvi Sachithanandam, is a marketing executive at WPP Media