DDB wins TDA task with Mediaedge:cia

DDB London has retained the £7 million creative account for the Training and Development Agency for Schools after a four-way pitch.

Its pitch partner, Media-edge:cia, has won the media planning account, which was previously held by Manning Gottlieb OMD.

The agencies pitched against Leo Burnett and MG OMD, Delaney Lund Knox Warren & Partners and Naked, and WCRS and PHD. The statu-tory review was called in May and handled by COI.

DDB London will be briefed to continue the TDA's dialogue with potential teachers in priority subjects such as maths, physics and chemistry.

A spokesman for COI said: "The strategy is an evolution of the current approach and centres on rewarding interactions between teacher and pupil. As such, teachers will feature in the creative work along with children."

Below-the-line duties, including digital and DM, are handled by DraftFCB. The contract will be under statutory review next year.

TDA was formerly the Teacher Training Agency until September 2005, when its name was changed under the Education Act. Earlier this year, the Government announced an 8 per cent increase in funding, including an extra £60 million to be spent on initiatives to recruit and train staff and modernise schools.