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It’s really important that our workforce reflects the kind of people that we’re advertising to, says Sue Frogley, UK chief executive of Publicis Media

I am always very transparent about the reason we started thinking about an apprenticeship scheme: we were prompted by the government levy. The levy is an additional tax put on employers of a certain size, but they can avoid paying it if they invest the money into training apprenticeships. That’s what began the journey.

But [as a business] we also had a need to address our diversity issue in the workforce, and we hoped these new recruits could help. The industry has a lot of men, and is in need of more black, Asian and minority (BAME) employees as well as a greater age difference. Advertising can attract a certain type – well educated, middle England-raised – but that’s not our only target audience in advertising. It’s really important that our workforce reflects the kind of people that we’re advertising to.

Related: Media makeover: how TV turned to apprenticeships

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