A new advertising school is being launched by industry professionals to train the next generation of marketers.

Called the School of Communication Arts, the centre will deliver a brand new national diploma, which will be developed entirely by employers using wiki technology.

Administrators of the school are hoping that the collaborative approach will empower the entire media sector to contribute to the content of the qualification.

The brainchild of digital media entrepreneur Marc Lewis and accredited by University of the Arts London, the school aims to give students a realistic experience of the world of advertising and equip them with the skills necessary to succeed.

The industry backed model will allow the school, which opens its doors to 50 students in September 2010, to provide an intense vocational education including more than 300 expert mentors for the 50 students, a six month work placement at a top agency at the end of their 12-month course for copywriting and art direction students and a hands-on day release learning in leading advertising agencies.

Financial support for students, including ten full scholarships to increase the diversity of the media sector, will be on offer.  In addition, ten students will each win £10,000 to start up their own company while at the School.

The school has secured the support of some of the media world's biggest names with governors including advertising guru Sir John Hegarty, entrepreneur Chris Gorman OBE and communications tsar Lord Bell.