Leo Burnett scoops LSC apprentice task

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

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."

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