We’re calling on companies to “take the gamble” on bringing more people into the industry by taking advantage of the Government’s decision to fully fund apprenticeships.
Following the Chancellor’s announcement to scrap the apprenticeship training levy for SMEs, our Director of Teaching and Learning, Claire MacDonald, is encouraging smaller businesses to invest in young marketing talent.
This is in the wake of Rachel Reeves announcing funding for apprenticeships for under-25-year-olds, meaning companies would no longer pay 5% of the training costs.
The funding was made available to make it cheaper for companies to take on apprenticeships, creating jobs for young people and getting them on the first step of their career ladder.
Marketing is an industry which has a below-average number of apprentices with only 15.9% of UK firms currently operating a marketing apprentice scheme, according to a survey conducted by Marketing Week, down from 20.6% last year and 33.6% in 2023.
Claire believes the lack of numbers could be a reflection of companies traditionally seeing marketing as the “Cinderella department” – a nice-to-have rather than a core part of the business function – and an inability of marketers to show tangible results from their work.
However, according to the Institute of Practitioners in Advertising (IPA), companies that maintain consistent marketing investment, rather than treating it as a short-term cost, deliver stronger long-term value and more stable profit performance.
An IPA / Brand Finance survey of more than 200 UK and US investment analysts found that 79% considered the strength of a firm’s brand and marketing to be more important than leadership and technological innovation.
Claire said: “Surveys still show that many firms consider taking on a marketing apprentice to be a gamble, so with the Chancellor having scrapped the training levy, we’re calling on small companies to take the gamble next year.
“Marketing isn’t just a luxury add-on. A well-trained, properly integrated marketer operates as a strategic driver of business success and, because modern apprenticeships are industry-led, they’re designed to reflect the bigger picture.
“At TMLA we champion the investment in marketing talent, so are fully behind any initiative that encourages it, because companies which commit to marketing, while supporting and mentoring their apprentices, can benefit hugely.”
The Government’s decision to fully fund apprenticeships marks a pivotal moment for the marketing industry. For SMEs, it’s a chance to invest in future-ready talent without the financial barriers that may have held them back. And for young people, it offers a meaningful pathway into a career where they can make a real impact. At TMLA, we believe in marketing as a force for positive change – and that starts with building confident, capable professionals from day one. Now is the time for businesses to take that first step and help shape the next generation of marketers.
What’s your take on the future of marketing apprenticeships?
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“As someone in the early stages of their marketing career, I really wanted to broaden my knowledge beyond the scope of my current role. I knew that having a solid, well-rounded understanding of marketing would help me grow and become more confident in my abilities – and that’s exactly what led me to TMLA and the CIM Level 4 course.
The course has given me a much deeper understanding of the wider marketing landscape. It’s really helped me see how all the different pieces fit together, which in turn has made me feel more confident and capable in my day-to-day work. What I love is how practical the course is – you can take what you’ve learnt and apply it straight away. I’ve already made changes to our business newsletter after a really insightful session on adding value for your audience (shoutout to Jessica for that one!). It’s made me think differently about how and why we communicate with our audience, not just what we’re saying.
The support from the tutors was brilliant – they’re always approachable and happy to answer questions, even outside the weekly sessions. And the wider TMLA team was just as great. Communication has been spot on and I’ve always felt well-supported throughout.
Another big plus for me has been how flexible the course is. The sessions are held online in the evenings, which makes it easy to fit around work and other commitments. On top of that, the exams can be taken at any point within the exam window, which has been really helpful – I’ve been able to sit my exams at a time that genuinely works for me.
Overall, I’d absolutely recommend this course to anyone looking to deepen their marketing knowledge. The content is engaging, the support is fantastic, and you walk away with skills and insights that you can use straight away. I feel so much more confident in what I am doing and how my career could progress.”
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