Leo Burnett scoops LSC apprentice task

LONDON - Leo Burnett has been handed a brief from the Learning and Skills Council to relaunch the Government's apprenticeship scheme.

LSC...Leo Burnett account win
LSC...Leo Burnett account win

The agency, which already handles advertising for the main LSC account, picked up the business without a pitch.

The scheme's relaunch comes as the Government continues to invest in equipping people with skills and training in a bid to hit its target of ensuring that the British workforce becomes globally competitive by 2010.

The through-the-line campaign will promote apprenticeships as being a viable career choice, as the Government attempts to plug gaps in the manual skills industries.

The incumbent on the account was Chick Smith Trott, which picked up the work after a pitch against DDB in 2003.

The apprenticeships initiative has recently been brought under the banner of the LSC, and all work will come under the government body's campaign strapline: "Our future. It's in your hands."