Rainey Kelly poised for £7m Learndirect task…

COI Communications, the body that handles publicity for government departments, is poised to appoint Rainey Kelly Campbell Roalfe/Y&R to the &£7m advertising account for Learndirect, following a three-way pitch.

The agency pitched against Leo Burnett and Publicis. The incumbent, DFGW, did not pitch for the business (MW March 11).

The brief for RKCR/Y&R will be to target people living in deprived areas who struggle with numeracy and literacy skills.

This campaign follows the Government’s attempts to target specific sectors of the public who have been identified as priority groups to receive extra learning.

The Government is also stepping up efforts to promote its lifelong learning scheme, which encourages people to stay longer in education schemes.

The current DFGW ad campaign shows an animated character hopping around the job section of a newspaper, before explaining how Learndirect can help people to find a job and learn new skills.

At the time of the review, insiders claimed the DFGW campaign failed to persuade adults to sign up to Learndirect. However, COI says more than 1 million adults have chosen to study with Learndirect since its launch in October 2000.

The government-sponsored Learndirect network is run by the University for Industry (Ufi) to promote workforce development and lifelong learning. It promotes electronic learning to anyone over the age of 16 who wishes to improve their numeracy, literacy, business or IT skills.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here