Freelance hub Liberty Hive and Real View Marketing are tackling the lack of industry-wide investment and opportunities for entry-level talent, with an initiative aimed at helping 18- to 23-year-olds make their first forays into adland.

An initial cohort of 30 young people is being sought by Liberty Hive for the initiative, dubbed First Flight. Those selected will be mentored, coached and introduced to prospective employers, and supported by Liberty Hive’s team of recruiters, former senior ad leaders.

First Flight will kick off with a two-day workshop at AMV BBDO at the end of September, which will be curated by James Barnett, founder of marketing agency Real View Marketing. He is also fractional chief marketing officer at 300 Consultancy, where he works with ad agencies on commercial strategy.

Liberty Hive said the workshop will “give participants practical insight into agency life, career development and the skills employers are looking for today”.

It added: “Every participant becomes part of an ongoing community, receiving mentoring, interview preparation, industry introductions and continued support as their careers develop.”

Liberty Hive hopes the scheme will arm participants with experience at a time when employers are struggling to recruit experienced entry-level talent.

It cited growing evidence that AI’s impact on work historically done by junior staff is leading to a talent shortfall, with the risk that the “first rung of the career ladder disappears altogether”. It also made reference to IPA Census data that the number of employees who are 25 years old and under fell 19.2% in 2025.

Applications for the First Flight pilot are now open. An introductory webinar will take place on 27 August. People can sign up here, while agencies can find more information here. Applications close on 11 September.

Chris Braithwaite, Liberty Hive’s commercial director, said:

“Liberty Hive and other industry experts are increasingly concerned about what’s happening at the very start of the talent pipeline. Brilliant young people are struggling to get that first opportunity, not because they lack potential, but because the opportunities simply aren’t there.

“First Flight is more than a recruitment initiative. It’s a community built around people with passion, curiosity and determination. They'll receive mentoring from people who've led agencies, practical experience and introductions to employers who genuinely want to nurture future talent. That’s something technology can’t replace.”

Liberty Hive officially launched in 2021 after co-founders Laura Braithwaite and Kate Merritt had spent the previous year developing the freelance hub for media talent.