Despite of rising new media study programs at higher education institutions (HEIs), there is a gap in education meeting the challenges of digital economy, emerging new creativity based business models and digital literacy in creative media. Exactly this gap was addressed by Clustering Creativity project.In order to cope with the lack of synergy between HEIs, online marketing professionals and students as future creators of new media products, a need to strengthen interaction between academia, business and online marketing professionals was identified by the consortium of 7 partners: 5 universities from Lithuania, Latvia, Germany, Croatia, and the UK joined by online marketing and private training companies.The aim of Clustering Creativity project was to stimulate synergy among universities, internet marketing companies and students in order to empower Cultural and Creative Industries for the creation of jobs in new media market. To reach the aim, the project pursued 4 objectives all of which were successfully met. Obj #1 was aiming to create international new media community integrating students, online media companies and educators. A Creator Hub platform with over 1000 registered users from 32 countries confirms that consortium has managed to grow this international community beyond the borders of the EU. Obj #2 was aiming to strengthen the skills of students which was achieved by developing hands-on innovative learning methodology and engaging learning materials. Students from all the participating countries had an opportunity to propose their ideas for 8 different challenges, created by real operating businesses, and to be evaluated by and negotiated with the decision makers in these companies, taking the practical part of this project as close to real business situations as possible. Obj #3 aimed at developing an internet platform as a tool for interaction of new media community. The platform offers its visitors 3 blocks of topics (fundamentals; strategy; tools and implementation) that include video, slides and additional material about selected topics in digital media and marketing. Obj #4 aimed to create conditions for acquiring labour market related knowledge and skills during the studies. During the training activities linkages and common understanding among digital business professionals and academia have been created by project partners. Short-term joint staff training event, carried out in the frames of Clustering Creativity, has highly contributed to achieving project's objectives through increased competencies of the authors who developed the training module. Better awareness on labour market needs in digital marketing and new ideas on strategies how to involve students, teachers and businesses as well as build the community around / through clustering creativity platform were among other benefits of the short-term joint staff training.The key outputs of Clustering Creativity are a training module and Creator Hub available at www.clusteringcreativity.com and social media. The training module was created by teachers and partners from business and thus integrated offline marketing theories with online marketing realities and specific digital skills. Community of creators developed the Creator Hub (online integrated platform) will be further supported by motivated teachers and students with improved knowledge and skills gained in newly established online marketing module.With a total reach of 104k target group members, Clustering Creativity became a success story in project partner countries and beyond. 15 teachers have worked with 8 campaign briefs from business companies and 240 students who were directly involved in the Clustering Creativity competition. As a result of Clustering Creativity, new opportunities were and will continue being created for students – they will be able to gain new competencies including how to collaborate and participate in business market by fulfilling the orders of small SME's and NGOs and to earn money, as well as to increase employment possibilities by entering business market with higher entrepreneurial and digital competencies.The impact of Clustering Creativity envisaged by the partners is increased application of European qualification framework, enhanced academia and business collaboration and growing competitiveness of higher education in creative industries – one of emerging markets as acknowledged by the European Commission.