Duckworth Finn Grubb Waters has won the pounds 10 million task of
launching the Government’s University for Industry, which aims to
encourage adults to take up further education opportunities.
The initiative, which is designed to improve the nation’s
competitiveness by raising adult skill levels, forms part of Tony Blair’s
effort to put education at the top of the political agenda.
The campaign is being co-ordinated through the Central Office of
Information, which began its search for an agency in July. Duckworth
Finn teamed up with New PHD and HPT Brand Response to pitch for the
The agency beat TBWA GGT Simons Palmer, WCRS and FCA! to win the
’We don’t just need to unlock a latent demand for further education, but
also to generate new demand,’ David Croisdale-Appleby, marketing and
communications director at the UFI, said. ’It’s about creating an
internationally competitive workforce and we know we have to break new
ground to do that.
’The question we will be asking people is, ’what is the right next step
for you?’. For some that will mean an MBA, for others IT education and
for some it will be basic literacy and numeracy.’
The agency is already working on a new identity for the UFI, which will
remain under wraps until the work breaks.
The campaign, which launches at the end of the year, will encompass all
forms of media with a particular emphasis on electronic media. There
will be another burst of activity in March next year and further activity
in September 2000 - the official launch date for the UFI.
’This is a very prestigious and significant win for the agency,’ Michael
Finn, managing director of Duckworth Finn, said. ’It’s a collaborative
effort between ourselves, New PHD and HPT, which is necessary to answer
the brief in full.’