DMB&B gains pounds 3m COI brief to promote job-seeking project

By MAIRI CLARK, campaignlive.co.uk, Friday, 11 December 1998 12:00AM

DMB&B has won a pounds 3 million campaign to promote a new telephone-based ’back to work’ initiative from the Central Office of Information after a secret head-to-head pitch against St Luke’s.

DMB&B has won a pounds 3 million campaign to promote a new

telephone-based ’back to work’ initiative from the Central Office of

Information after a secret head-to-head pitch against St Luke’s.



The scheme, called Jobline Direct, is part of the Government’s New Deal

welfare-to-work programme and is aimed at the long-term unemployed as

well as job seekers such as students and mothers looking to go back to

work.



Launching in January, the special hotline allows callers to search a

database of jobs on offer at their local job centre, enquire about

specific positions and arrange for an application to be sent out.



Jobline Direct staff will also be able to arrange interviews with the

employer should the caller be suitable for the position. Currently,

interviews are held in job centres before an external interview can be

arranged.



The Department for Education and Employment hopes to encourage people

who would not normally visit a job centre to continue to actively seek

work.



A TV campaign will break on 5 January, supported by regional press and

radio advertising. A direct mail campaign will roll out at the same

time, targeting the two groups of unemployed people: claimants (on

benefits), and non-claimants (semi-retired, students and part-time

workers). Job centres will also encourage employers to place more ads at

job centres.



Last year, DMB&B won a pounds 2 million brief to promote reading and

literacy for the DEE. The agency’s managing director, Barry Cook, said:

’We’re delighted. It’s always particularly pleasing when we win new

business from an existing client. We look forward to contributing to

this important issue.’



This article was first published on campaignlive.co.uk

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