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
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
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