RKCR Y&R wins Learndirect creative

Rainey Kelly Campbell Roalfe/Y&R has picked up the Government's £7 million Learndirect ad account.

COI Communications ran the review that saw RKCR/Y&R beat Leo Burnett and Publicis to the business. The incumbent, DFGW, did not take part.

Learndirect, a government-sponsored network of online learning and information services, wants to target people in deprived areas who need help with basic educational skills, through a campaign planned for later this year.

The current TV execution, created by DFGW, uses the strapline "See what you can achieve" and features a newspaper discarded by a train passenger after she has drawn on it. Her doodles come to life and point to the ads claiming Learndirect offers support.

Separately, RKCR/Y&R has been appointed to handle Virgin Retail's creative account following a competitive pitch against other Virgin roster agencies.

RKCR/Y&R will be charged with developing the brand positioning for Virgin Megastores, Megastore Express and Tower Records outlets.

The agency's debut creative work will be unveiled in the autumn, building up to the main retail campaign in the run up to Christmas.

According to Nielsen Media Research, Virgin's retail arm spends £10 million a year on its brand activity and product advertising. Some of the product advertising, involving tie-ups with record, film and games companies, will continue to be delivered by other members of the Virgin roster.

Andy Kendrick, the head of marketing at Virgin Retail, said: "We have been truly impressed so far by Rainey Kelly Campbell Roalfe/Y&R. We are now really excited about working on a new brand positioning with them."

RKCR/Y&R already handles advertising for many of the Virgin companies, including the Virgin Atlantic Airways, Virgin Mobile and Virgin Money brands.

Media planning and buying, through Manning Gottlieb OMD, are unaffected.