CMW picks up £1m DfES childcare brief

Clark McKay & Walpole has picked up a £1 million brief from the Department for Education and Skills to promote the benefits of childcare to lower-income families.

The agency picked up the business following a four-way pitch, handled by COI, against Proximity London, Iris and Partners Andrews Aldridge.

CMW will be briefed to develop a through-the-line campaign, which will include press, direct mail, door-drops and ambient marketing, encouraging people to take advantage of government-backed childcare facilities such as registered childminders, playgroups and extended schools.

The work will highlight the fact that children aged between three and four are entitled to 12-and-a-half hours of free early education per week, for 38 weeks per year, with a registered provider. This will increase to 15 hours per week by 2010, when parents can use the entitlement flexibly over a minimum of three days.

Martin Nieri, the managing director of CMW, said: "We look forward to creating initiatives that will bring about real changes in attitude among our core audience."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).