The online learning service has tasked the agency with creating a range of direct response campaigns in both above- and below-the-line media. The COI managed the pitch process against undisclosed marketing agencies.
Learndirect operates more than 800 online learning centres in the UK for individual adults and for employers hoping to train their workforce. It has more than two million learners studying more than 500 different learndirect courses, which range from management and IT to life skills and languages.
Separately, the University for Industry, which operates learndirect, is searching for an agency to handle a range of promotional marketing activity and branding projects (Marketing 9 January). The account win does not affect digital agency Grand Union, which was hired to the learndirect online account in August last year.
Last year, learndirect ditched its sponsorship of ITV1's The Jeremy Kyle Show after the show was described by a judge as a 'human form of bear baiting'. The comments came after a guest was convicted of assault.