A drive to keep creative talent in the region is in the bag thanks to an initiative being launched by the North East Publicity Association (Nepa) and the region's largest further education provider, Newcastle College.

Advertising and publicity agencies are joining forces with the college in a pioneering partnership that will shape the future workforce.

The initiative, called Adopt a Student, will offer the region's creative industries a chance to pass on their skills and expertise to students at the college, through workshops, seminars and work experience.

The college's graphic design (advertising) course leader Ronnie Burn said: "The idea is that the creative industry gets the chance to influence our students with the skills that they require to become employable.

"That means Newcastle students will get the best advice and work experience from some of the top people in their chosen field.

"There has been an enthusiastic response from creative industries in the region, including advertising, interior, graphic and fashion design, art and photography agencies who are willing to pay for four visits to the college a year to talk to students about their profession.

"All our teaching staff have extensive experience in industry, and this has played a major role in our success as lecturers and as a centre for vocationally related courses.

"Hopefully our partnership with Nepa will help us to enhance the North-East's long history of producing some of the most creative people and imaginative work in the country."

Nepa chairman Jeff Jamison said: "We are raising awareness between education and industry, and also highlighting the fact that there is a lot of talent in the region and we want to nurture and keep the best people here in the North-East."