Direct: Learndirect assigns work to Golley Slater

Learndirect has hired marketing services agency Golley Slater to handle its UK advertising business.

The agency, appointed following a pitch managed by the COI, will now be tasked with creating direct response above- and below-the-line marketing communications for the publicly funded education body.

Learndirect, which was launched in 2000, operates more than 800 online learning centres in the UK for individuals and employers that want to train their workforce.

It currently has more than 2m pupils across 500-plus courses. Subjects include management, IT and languages, as well as Skills for Life, which covers literacy and numeracy.

Separately, the University for Industry, which operates learndirect, is currently searching for an agency to handle a range of promotional marketing activity and branding projects (Marketing, 9 January).

Golley Slater's account win does not affect the position of learndirect's digital agency Grand Union, which was appointed to its online account last August.

The agency was tasked with positioning the brand as a solution to the UK skills shortage.

Last year, learndirect ditched its sponsorship of The Jeremy Kyle Show after the ITV programme was described as a 'human form of bear-baiting' by a Manchester District judge. He made the comments, which were quoted extensively in the media, while sentencing a man who had been convicted of assault for headbutting his love rival on the show.

At the time, the COI and University for Industry said it was inappropriate for learndirect to continue its partnership with the programme.


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