The agency picked up the business following a four-way pitch, handled by COI, against Proximity London, Iris and Partners Andrews Aldridge.
CMW will be briefed to develop a through-the-line campaign, which will include press, direct mail, door-drops and ambient marketing, encouraging people to take advantage of government-backed childcare facilities such as registered childminders, playgroups and extended schools.
The work will highlight the fact that children aged between three and four are entitled to 12-and-a-half hours of free early education per week, for 38 weeks per year, with a registered provider. This will increase to 15 hours per week by 2010, when parents can use the entitlement flexibly over a minimum of three days.
Martin Nieri, the managing director of CMW, said: "We look forward to creating initiatives that will bring about real changes in attitude among our core audience."