Teaching is set to become the latest profession to turn to
advertising to boost its image.
The Teacher Training Ag-ency, a government-funded body responsible for
ensuring there are enough teachers in the UK, has briefed ten London
agencies about an advertising account that could run into millions of
DMB&B, Saatchi and Saatchi, Abbott Mead Vickers BBDO, Delaney Fletcher
Bozell, J. Walter Thompson and Butler Lutos Sutton Wilkinson were among
the agencies that met representatives of the TTA earlier this month.
Also present were representatives of the direct marketing operation,
EWA, and the public relations companies, Hill and Knowlton and Lowe
The TTA is thought to be considering above- and below-the-line
Each agency has been asked to make submissions by 3 March on how
teaching could be portrayed as a valuable, long-term profession and how
more teachers could be recruited.
The Government sets teacher quotas each year which the TTA strives to
fill with variable success. This year, the Universities and Colleges
Admissions Service has reported a 12 per cent drop in applications for
Now the TTA has decided a larger than usual portion of its pounds 10
million promotional budget needs to be devoted to advertising or other
forms of communication.
The TTA also wants to attract brighter teachers and recruits from
diverse sections of society.
One industry source explained: ’The TTA recognises that it must change
the way people think about teaching and it knows it is not going to do
Agencies will also be asked for suggestions on revamping the TTA’s
Internet site as students are frequent visitors to the Net.
Last year, the Law Society hired J. Walter Thompson to its fledgling
advertising account and the Government put pounds 1 million behind a
campaign to recruit more nurses.