Skills for Business unveils integrated CHJM campaign

LONDON – Business leaders, including Coffee Republic's Sahar Hashemi and Ford's Roger Putnam, are to star in an integrated campaign for employer-led network Skills for Business as it tries to encourage employers to up-skill their workforces.

The campaign, devised by Claydon Heeley Jones Mason, incorporates direct mail, outdoor and press advertising as well as PR.

Hard-hitting images of business leaders, who are tattooed on the arm with the message "In skills we trust", feature in the creative. The tagline "Believe or be left behind" runs through all communications.

Outdoor ads for Skills for Business, the employer-led network of Sector Skills Councils, will appear on more than 600 48- and 96-sheet sites across the country and will be supported by a press campaign.

Image-led direct mail will be sent to 250,000 managing directors, financial directors and human resources directors of the UK's largest employers. The mail packs will continue a brochure outlining the issues faced today by employers and the UK economy, and the steps that the Skill for Business network is taking to overcome them. The brochure will be endorsed by business leaders such as Putnam and Hashemi.

Jerry Lloyd, Skills for Business director of communications, said: "Even small increases in productivity will result in massive financial benefits, not just for UK businesses, but also directly for individuals."

Press ads in the mainstream national press will kick off the campaign on October 15, with other activity rolling out later in the month.

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