COI picks Apprenticeships agencies

COI Communications has appointed Walsh Trott Chick Smith and Manning Gottlieb OMD to work on its Modern Apprenticeships business, worth up to £5m.

Modern Apprenticeships runs across England and is managed by The Learning and Skills Council, the government agency charged with raising the level of skills and knowledge of young people and adults.

Walsh Trott Chick Smith has been briefed to target potential employers to increase the places available for young people on the scheme. The objective for the advertising campaign, which is likely to include TV, is to encourage them to take on apprentices.

Employers can do this by hiring a young person aged 16 to 24 as an apprentice or enrolling existing staff on the programme. Either way, employers receive financial assistance toward the cost of the training and assessment from the Learning and Skills Council.

An apprenticeship normally lasts between one and three years.

The two agencies, which declined to comment, were handed the business following a strategic pitch against BMP DDB and Starcom MediaVest (Marketing, December 3). Creative and media agencies were paired up by the COI as part of the review.

Last year, the organisation ran an advertising campaign on MTV. The activity aimed to encourage young people to apply for the scheme.

It consisted of two executions featuring six real-life apprentices pursuing careers ranging from textile design to car maintenance.


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


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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage