The pitch, run through COI Communications, saw WTCS and MG OMD paired against BMP DDB and Starcom MediaVest. The account is worth an estimated £3m with the first part of the campaign due to break in February.
The victorious agencies will be expected to produce a campaign for the Learning & Skills Council, the governmental body responsible for planning and funding all post-16 non-university education and training in England.
The campaign aims to increase the number of modern apprenticeship places in those sectors, such as healthcare and hospitality, that have not traditionally been seen as modern apprenticeship employers. The agencies are also expected to demonstrate the benefits that a modern apprentice's enhanced skills and capabilities can have on an employer's bottom line.
The government vowed to increase the number of young people in modern apprenticeships to 320,000 as part of its initiative to ensure young people have vocational skills before they leave education.
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