Government seeks agency to show apprenticeships are not 'the second choice'
By Louise Ridley, campaignlive.co.uk, Friday, 11 April 2014 08:00AM
The Department for Business, Innovation and Skills (BIS) has called a pitch for an advertising agency to work on a year-long contract to promote apprenticeships to young people.
The Government department is aiming to reposition apprenticeships as a viable option for young people when they finish school, rather than a "second choice" after studying A-Levels or going to university.
This will start with a major campaign in late summer, aimed at young people and people who influence them, such as parents.
A brief was sent out in March, which said BIS would be "significantly increasing our level of ambition for marketing in the coming year."
BIS has approached the agencies on the Government’s creative services roster through the Crown Commercial Service, which handles pitches for government contracts.
The campaign has been devised by No10 and is supported by the Cabinet and the prime minster.
BIS was unable to provide a comment by the time Campaign went to press.
This article was first published on campaignlive.co.uk
- Account Manager - Fantastic London Agency Blue Skies Marketing Recruitment £28000 - £32000 per annum, Benefits: Great agency benefits , London
- Account Manager Blue Skies Marketing Recruitment £28000 - £35000 per annum, London
- Head of Social - Top London Agency Blue Skies Marketing Recruitment 70000, London
- Digital Director - Integrated Entertainment Marketing Agency - London - £50k - £60k - NP205 Stonor £50k - £60k, London (Central), London (Greater)
- Account Manager (ALL MEDIA) Dot-Gap £35k, London (Central), London (Greater)
- Google's European leader says viewing habits are 'changing dramatically'
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- Land Rover to move global ad account into Spark44
- 'Advertisers are snake oil salesmen', says Peter Oborne