UK creatives sign up to Gordon Brown's cultural leadership programme

Media industry employers have pledged to take part in a £12m cultural leadership programme launched by chancellor Gordon Brown earlier this week.

The scheme will include mentoring, specialised intensive courses and networking opportunities organised by the Arts Council and the Museum, Libraries and Archives Council.

David Kershaw, founding partner of advertising agency M&C Saatchi said the programme could boost diversity levels within the advertising industry.

Advertising agencies recruited from a "very small number of elite universities and a handful of specialist art schools," he said.

Kershaw said that more needed to be done to help the industry understand its potential audiences.

Eric Nicoli, the chairman of music publishing giant EMI, said: "Today's leaders have a responsibility to make the best even better and to identify the leaders of tomorrow and equip them with the right skills."