The Government has appointed Delaney Lund Knox Warren & Partners (DLKW) to a &£7m advertising account to promote higher education and encourage young people to consider going to university.
DLKW, pitched in partnership with Naked Communications and Draft Worldwide, which have been appointed to the media planning and buying and direct marketing briefs respectively.
The Department for Education and Skills (DfES) put together a shortlist of creative, media planning and buying and direct marketing teams to pitch for the business in March. The other teams comprised Leo Burnett, Zenith Optimedia and WWAV Rapp Collins; and St Luke’s, Manning Gottlieb OMD and Kitcatt Nohr (MW March 20). The pitch was run by COI Communications.
The DfES campaign will highlight three government programmes – AimHigher, which explains the benefits of higher education to 13to 16-year-olds from disadvantaged backgrounds; Foundation Degrees, which are designed to supply the labour market with high-quality graduates; and Student Support, which provides advice on the financial help available to those in higher education.
This is DLKW’s second government advertising win in as many weeks. Last week, the agency scooped a &£7m Driver & Vehicle Licensing Agency brief to create an ad campaign alerting motorists to changes in the law relating to vehicle registration (MW last week).