The Government has appointed Walsh Trott Chick Smith (WTCS) and Manning Gottlieb OMD to promote the Modern Apprenticeships scheme to young people and to encourage employers to take on apprentices.
The agencies were paired to pitch against BMP DDB and Starcom MediaVest for the account, which is worth an estimated &£3m. The pitch was overseen by COI Communications (MW November 20).
WTCS’s campaign is likely to break in February next year, to target young people who may be starting to look for alternative work training options in the New Year.
The other aim of the campaign will be to increase the number of Modern Apprenticeship places in sectors such as healthcare and hospitality. Employers in these sectors have not, in general, seen themselves as Modern Apprenticeships employers.
The Modern Apprenticeships scheme, which forms part of the Government’s strategy to ensure that young people develop vocational skills before they leave the education system, is run by the Department for Education and Skills’ Learning & Skills Council. The council is responsible for planning and funding education and training for all over-16s, apart from those at university.
The Government plans to increase the number of young people involved in the scheme to 320,000 by 2004.