DDB picks up Teacher Training Agency brief

DDB London has scooped the £3 million Teacher Training Agency account after a three-way pitch.

The media strategy for the integrated account has been won by Manning Gottlieb OMD. Buying will be handled by COI Communications' roster of agencies. Universal McCann had previously handled the planning and buying account.

DDB saw off competition from the incumbent, McCann-Erickson, Manchester and Lowe.

The account was re-tendered through an OJEC notice, in accordance with the TTA's statutory procurement rules.

Following the expiry of McCann's four-year contract at the end of May, DDB has been awarded a three-year deal, with a possible year's extension.

The agency will be charged with creating an above-the-line campaign aimed at boosting the TTA's profile and driving its teacher recruitment efforts.

Geoff Webb, the TTA director of communications and marketing, said: "This is a significant campaign and we face strong competition in attracting able and committed graduates into teaching.

"Following our extensive tender process, we believe DDB is the agency best equipped to help us move forward in our efforts to ensure there are sufficient teachers to enable every child in our schools to fulfil their potential."

The TTA currently recruits around 40,000 graduates, career changers and former graduates into the teaching profession each year.

McCann Manchester created the most recent ads for the TTA after winning the business from Delaney Lund Knox Warren & Partners in April 2000.

They carried the endline "Those who can, teach" before being replaced in September with the "Use your head. Teach" campaign, which reportedly increased enquires by 50 per cent.

A £10 million communications centre is being set up to deal with the surge in interest.

Separately, the TTA is in the hunt for a direct marketing agency to create a campaign targeting those people who have expressed an interest in teacher training and need to take additional courses before entering the profession.

Tullo Marshall Warren, the integrated agency, currently handles the business.


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