Creative masters launched

Huddersfield University has launched what is claimed to be the world's first "creative imaging" masters course.

The programme, which is being run in conjunction with the brand communications firm ATTIK, was devised by ATTIK's chief executive, James Sommerville. He and Simon Needham set up the company in Huddersfield in 1986 after they left college. Since its foundation with a £1,000 Prince's Trust grant, ATTIK has grown into a global enterprise with offices in New York, London, San Francisco and Sydney. Its clients include BT, Nike and Ford.

Mr Sommerville said he hoped the course would bridge the training "hole" in fine arts and graphic design programmes. He said graduates had "amazing raw talent" but lacked commercial experience, which meant companies had to spend up to six months settling in new recruits. "Enthusiasm may add to the creativity but not to the bottom line," Mr Sommerville said.

In the first year, which begins in October, 15 students will be enrolled. They will work on projects for ATTIK clients at the firm's headquarters near the university's design department. The graduates would be more marketable because they would be able to add value to a firm the moment they began work, Mr Sommerville said.

ATTIK worked with Huddersfield for two years to ensure that the 48-week course would be properly accredited and run.

Programme director Tim Moscovitch said it was a true public-private partnership that met a growing demand for courses that not only educated students but readied them for work.