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
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.