DfES 'Apprentice' ad activity goes to Partners BDDH

The Department for Education and Skills (DfES) has appointed

Partners BDDH and Butterfield8 to handle a marketing campaign overseeing

the expansion of the government's Modern Apprenticeships scheme.



The initiative will see Butterfield8, the branding consultancy headed by

Partners BDDH chairman Leslie Butterfield, create a brand identity and

strategy for Modern Apprenticeships.



BDDH will work on an advertising campaign to promote the scheme to young

people and to encourage employers to take on apprentices. It is not

known how much the business, run through COI Communications, is

worth.



In March this year, the government invested an additional £180m in

Modern Apprenticeships in a bid to increase the number of young people

involved in the scheme to 320,000 by 2004.



It forms a core part of the government's strategy of ensuring that young

people develop vocational skills they will need in the workplace before

they leave the education system.



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