DraftFCB retains TDA account

LONDON - DraftFCB has retained the Training and Development Agency for Schools account following a competitive pitch run by the Central Office of Information.

The agency will be tasked with the development of on- and off-line direct marketing activity, with the first campaign set to break in October.

The campaign will build on its current marketing strategy which aims to stimulate the interest of potential recruits in a career in teaching, particularly for "in demand" subjects such as maths and science.

Josh Beattie, direct marketing manager at the Training and Development Agency for Schools, said: "DraftFCB presented us with lots of imaginative and practical ideas and solutions, and we look forward to continuing to work with the team to further maximise opportunities to increase applications to teacher training."

Enda McCarthy, president of DraftFCB London, said: "We are delighted to continue our relationship with TDA and look forward to great things over the next four years."

The brief also ask the agency to target recruits from under-represented groups, such as ethnic minority groups, those with disabilities, and male primary school applicants.

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