McCann wins £4m teacher training task

McCann-Erickson Manchester has won the Government’s £4m teacher training account following a four-way pitch.

McCann beat incumbent Delaney Lund Knox Warren (DLKW) after a statutory three-year review was called at the end of 1999. Universal McCann has won the media planning and buying account from incumbent BJK&E Media.

The Teacher Training Agency (TTA) aims to raise standards in education by attracting new teachers and through training.

New TTA chief executive Ralph Taverner has launched a review of the body’s marketing strategy in a bid to attract more people to the profession.

The new ad campaign is expected to focus on encouraging people in industry to switch careers and also on targeting students. Recent changes in government policy, including wages for student teachers, are aimed at making teaching a more attractive career option.

A TTA spokesman says: There will be an attempt to target people in industry. You could, for example, look at how people working for Rover might be retrained as teachers.”

The campaign is likely to use a range of media, with particular emphasis on new media.

DLKW launched as a standalone UK agency last year, following the merger of global parent Bozell with the FCB network. It won the TTA account in 1997 under its former name, Delaney Fletcher Bozell.

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