pound;10m to sell the UFI to industry

8th October 1999 at 01:00
The University for Industry has launched the biggest advertising campaign in education history by signing a contract worth more than pound;10 million with a London advertising agency.

The two-year deal, struck with Duckworth Finn Grubb Waters, marks the beginning of a huge battle to sell the idea of education to thousands of people not currently involved in learning, and to build brand awareness of the UFI before it becomes fully operational next autumn.

It far exceeds the pound;3 million budget of the Teacher Training Agency's "no one forgets a good teacher" campaign and represents a sizeable chunk of the UFI's annual income of pound;44m.

A UFI spokesman defended it by saying that marketing was "central" to the university's success and would stimulate demand for lifelong learning.

By the time the campaign begins next spring, the UfI will have a new name, to be chosen from a short-list being market-tested, and due to be announced within the next few weeks.

DFGW, the agency behind adverts for household names such as Mothercare and Daewoo, now has the task of making the UFI's brand name just as recognisable.

The agency has won awards for its Health Education Authority anti-drugs campaign and is also involved in a consultancy project with the Government over the launch of individual learning accounts next year.

Michael Finn, chief executive of DFGW, said: "This is a very prestigious and significant win for the agency. We are absolutely delighted to have been given such a major opportunity to help motivate adults to take up learning opportunities."

David Croisdale-Appleby, the UFI's director of marketing and communications, said the campaign would be of a type "never seen before in this country".

"It will act as a catalyst to galvanise adults into taking action to help them realise that they can, and will, benefit personally and professionally from new learning.

"There is a huge task to be done in changing the climate of opinion about learning among adults in this country, in order to achieve the Government's aim of creating a highly skilled, motivated and internationally-competitive workforce."

Subscribe to get access to the content on this page.

If you are already a Tes/ Tes Scotland subscriber please log in with your username or email address to get full access to our back issues, CPD library and membership plus page.

Not a subscriber? Find out more about our subscription offers.
Subscribe now
Existing subscriber?
Enter subscription number

Comments

The guide by your side – ensuring you are always up to date with the latest in education.

Get Tes magazine online and delivered to your door. Stay up to date with the latest research, teacher innovation and insight, plus classroom tips and techniques with a Tes magazine subscription.
With a Tes magazine subscription you get exclusive access to our CPD library. Including our New Teachers’ special for NQTS, Ed Tech, How to Get a Job, Trip Planner, Ed Biz Special and all Tes back issues.

Subscribe now