Storytelling is increasingly recognized as a key discipline and activity to bring ideas to the market and to build customer loyalty. As a result, both new media storytelling and new media advertising (e.g., mobile advertising, leveraging social media, creating virals) have become an inclusive part of a new marketing strategy, presently barely covered by the existing curricula in many schools. Training new functional profiles, specialized in developing advertisement for use in interactive and online audiovisual media, will therefore sit at the heart of this project. Schools of different educational levels, dedicated to train media professionals, are facing the challenge of dealing with this market transformation and prepare students to become successful employees or entrepreneurs in the new market. Through the exchange of good practices, the main goal of the project is to improve existing curricula to include the techniques of storytelling. For this purpose the project partners will develop two toolboxes to professionalize and trigger students and educators (RIGA communiqué) , to meet the following strategic objectives, recommended in the Strategic Framework ET 2020 to member states:- improving the quality and efficiency of education and training;- making lifelong learning and mobility a reality;- enhancing creativity and innovation, including entrepreneurship, at all levels of education and training.Concerning entrepreneurship, the idiosyncrasy of the highly fragmented audiovisual labour market specifically, requires professionals with a transversal training to strengthen their entrepreneurial capacity and improve employability (http://www.creativeskillseurope.eu/trends-in-europe).Therefore, a second major goal of the project aims to provide guidelines and resources to increase the skills of entrepreneurship. It will integrate accelerator programs and boot camps in the program and encourage entrepreneurial students to explore and develop their talents individually and in a team of peers. By doing so, the project will provide a safe, but catalytic learning environment for participants, in line with actions proposed by the ‘Entrepreneurship 2020 Action Plan’.