NEWS: DMB&B beats Grey to COI student job

DMB&B has won the pounds 5 million Modern Apprenticeships account from the recently created Department for Education and Employment after a final shoot-out against Grey.

DMB&B has won the pounds 5 million Modern Apprenticeships account from

the recently created Department for Education and Employment after a

final shoot-out against Grey.



The appointment follows a four-way pitch in April that also involved

Bates Dorland and the incumbent of five years, GGT.



The win covers advertising for three Central Office of Information

schemes: Modern Apprenticeships, Career Development Loans and National

Training Awards.



John Farrell, the joint chairman of DMB&B, said: ‘I am really pleased to

extend our relationship with the DFEE. The COI pitches are always a

rigorous test of an agency and it is good to get this vote of confidence

from an existing client.’



The Modern Apprenticeships account is the cornerstone of the pounds 5

million task.



DMB&B proposes to move on from last year’s GGT campaign to publicise

specific training products rather than just the general concept. A new

campaign is expected this summer to target school-leavers who are

considering their futures.



DMB&B will retain the line ‘Free your potential’ to promote the Modern

Apprenticeships scheme, which provides training for young adults who

want a career but do not necessarily a traditional education.



After the first round of pitches, the work submitted by Grey and DMB&B

was researched before a final decision was made.



Farrell added: ‘We understood the mindset of the target age group, and

our work concentrated on convincing them that Modern Apprenticeships is

not just another scheme.’



DMB&B already handles advertising for the Employment Service, for which

it has been running campaigns that target both employers and the

unemployed this year. It also works for the COI on its anti-drink

-driving account.



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