RKCR/Y&R, Burnett and Publicis to pitch for Learndirect ad account

The Government has put its £7 million Learndirect advertising account up for review and Rainey Kelly Campbell Roalfe/Y&R, Leo Burnett and Publicis have been invited to pitch. The incumbent, DFGW, is not repitching.

In the same week, it has emerged that the Teacher Training Agency is moving its media planning and buying into COI Communications, which has called a review of the brand's media planning. The Ingram Partnership, Manning Gottlieb OMD and PHD are pitching for the business.

Although there is a 72 per cent recognition of the Learndirect brand, the Government is now looking to target specific sectors of the public who have been identified as priorities for extra learning. RKCR/Y&R, Burnett and Publicis have been asked to tackle a brief that targets people living in deprived areas who struggle with basic numeracy and literacy skills, and people with few qualifications.

The current TV campaign from DFGW uses the strapline "See what you can achieve" and features a newspaper discarded by a train passenger after she has drawn on it. The doodles on the newspaper come to life and an animated woman points to the job ads the woman has circled claiming that Learndirect's advice line could help end her frustration.

A previous high-profile campaign featured a Learn-direct helpline worker manically answering the phone saying: "Learndirect. How can I help you?"

Learndirect is a government-sponsored network of online learning and information services. It was developed in partnership with the University for Industry to promote electronic learning to anyone over the age of 16 who wished to improve their literacy, numeracy, business or IT skills.

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