The Soho-based pre-media firm is the latest company to utilise the modern apprenticeship scheme, with eight young recruits on their way to an NVQ level three qualification while gaining on-the-job experience.

For the firm, the move marks a return to the apprenticeship era that spawned almost all of the companys senior management.

Theres a lost generation within pre-press, said Brand Images director Chris Holmes (pictured). When craft apprenticeships died in the early '90s, it left a real vacuum.

Holmes added that the BPIF modern apprenticeships are very different from the manual, craft-based apprenticeships of the past.

Theyre about learning to use the very latest technology and computer programmes. Its a white collar entry point, not a blue-collar career path. Theyre also less about time-serving as apprentices can do them in less than four years if theyre self-motivated.

He said the business would benefit from being a mix of college and apprenticeship graduates. In that respect they learn from each other, Holmes said.

Tapestry/Brand Images is owned by the Mullis Morgan Group, has a turnover of 7m and around 90 staff.