The Learning and Skills Council (LSC) has appointed Profero as its retained digital agency to create a campaign to promote the importance of skills training in the UK.
It will work with Leo Burnett which was last month appointed by COI Communications to lead the project. Leo Burnett beat DDB London in a contest, which saw the agency partner with PR firm Hill & Knowlton against DDB London with Fishburn Hedges. The appointment follows pitches held last week by the COI on behalf of LSC, involving roster agencies.
Profero will work on an integrated campaign which will "embrace and amplify" the LSC’s campaigns. The new campaigns will encourage employers and "learners" to develop skills, training and qualifications.
It is part of the council’s vision to ensure the British workforce becomes globally competitive by 2010 in the face of the increasing economic dominance of emerging markets such as China.
The LSC appointment was made on behalf of the Department for Education and Skills, working with the Sector Skills Development Agency and partners.