Department for Education marketing team to close in restructure

Department for Education launched teenage pregnancy ads in 2009
Department for Education launched teenage pregnancy ads in 2009

The Department for Education (DfE) is disbanding its 12-strong marketing team. The decision forms part of a wider restructure intended to strengthen its social-media and PR activity, as the number of government marketing posts continues to decrease.

Marketing has learned that a major restructure is under way in the department, with dozens of staff set to leave the overall communications function in the coming weeks.

Government projections had suggested the DfE would have 110 staff undertaking ‘core communications’ on 1 April, but this will drop to just 48 as a result of the restructure.

The marketing team will be one of the major casualties, but a new social-media team of six is being created, while more resources will go to PR targeting broadcasters.

There will be no redundancies, as affected staff will be transferred either to another area of the DfE or to other government bodies.

DfE director of communications James Frayne, who is overseeing the shake-up, said: ‘Our aim is to create a leaner media operation which focuses on a smaller number of priorities and looks at ways of engaging people in debate.’

In common with most other government departments, the DfE’s marketing activity has decreased since the coalition came to power last May.

The department’s last major multimillion-pound campaign under the Labour government, created by DLKW Lowe, was aimed at promoting condom use among teenagers.

The restructure at the DfE will not affect the Training and Development Agency for Schools (TDA), the government body that oversees teacher rectuitment.

This week the TDA launched a three-month press and video-on-demand campaign to highlight the opportunities offered by the profession.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message