J. Walter Thompson has landed the multi-million pound challenge of
raising the status of engineering in Britain and encouraging more young
people to pursue it as a career.
JWT won the through-the-line campaign, set to run over the next five
years, following a pitch against Team Saatchi and Grey. The campaign,
which is expected to spend pounds 4 million a year, is jointly funded by
the Engineering Employers’ Federation, the Engineering and Maritime
Training Authority and the Engineering Council.
JWT’s first work is set to break in the summer and will comprise TV,
cinema and press ads, direct mail and interactive media.
Stephen Carter, JWT’s chief executive, commented: ’This is a creative
opport-unity for the agency and an important initiative for the
Jeremy Miller, EEF director of marketing and external affairs, said: ’We
are confident the campaign can help to change engineering’s image.’