COI calls pitch for Blair’s ’skills’ task

By JADE GARRETT, campaignlive.co.uk, Friday, 30 July 1999 12:00AM

The Central Office of Information is talking to agencies about a multi-million pound brief to promote the University for Industry, a pounds 40 million Government initiative that is designed to improve the nation’s competitiveness by raising skill levels.

The Central Office of Information is talking to agencies about a

multi-million pound brief to promote the University for Industry, a

pounds 40 million Government initiative that is designed to improve the

nation’s competitiveness by raising skill levels.



The Government is expected to plough at least pounds 10 million into a

major advertising campaign to launch the University for Industry next

year. The new government body will have its headquarters in Sheffield

and will provide access to education and training for people in work,

backed by a nationwide network of learning centres.



The pitch is being run by David Croisdale-Appleby, marketing and

communications director at the new body, who joined this month from the

marketing consultancy, Creative Synergy.



Croisdale-Appleby is planning to put together a shortlist by the end of

next week and agencies will be expected to come up with a new identity

for the initiative.



A spokesperson for the COI confirmed it is in talks with agencies about

the task, but declined to comment further.



’UK plc is not doing as well as it could be. The Government now needs to

make people aware of the University for Industry,’ a source at one of

the agencies approached about the project said. ’The move has been

prompted by research that shows workers in the UK are falling behind

their European counterparts in terms of their skill-set and their levels

of production.’



The move forms part of long-term plans by the prime minister, Tony

Blair, to put so-called ’life-long learning’ at the top of his policy

agenda. The Government has promised an education system that caters not

only for the young or those in full-time education but also for the

thousands of adults who learn at work or through part-time courses. One

of the Government’s goals is to get 700,000 learners behind desks in the

next five years.



The Government is recruiting about 150 people to run the University for

Industry headquarters and there will be another 60 in offices across the

UK. Its objective will be to organise and market adult learning at all

levels, from basic literacy and IT through to degree-level education.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs