DDB London has retained the £12m advertising business for the Teacher and Development Agency (TDA), following a statutory review of the business. It has also appointed Mediaedge:cia to handle its media, which was previously at Manning Gottlieb OMD.
The agencies pitched together against Leo Burnett and MG OMD, Delaney Lund Knox Warren and Naked, and WCRS and PHD. The review, which was handled by the COI, was called in May after a tender was issued in accordance with TDA’s statutory review process (MW May 17).
It is understood that the agency will now be briefed to build on its campaign that shows the enjoyment teachers get from working with children, and will also focus on strategic planning. The current advertising campaign for the TDA’s recruitment drive has the strapline: “Use your head. Teach”.
TDA, formerly the Teacher Training Agency, has focused its spend on direct marketing over recent years, to attract teachers for particular subjects. DraftFCB created three direct marketing packs last year aimed at increasing the number of people enrolling as science teachers.
The review was called as the Government announced an 8% increase in funding to the TDA. The £770m grant includes an extra £60m to recruit and train staff and modernise schools.