Hill & Knowlton bags Learning & Skills Council task

The Learning & Skills Council (LSC) has brought in Hill & Knowlton to lead a major new campaign to promote training and learning.

H&K has teamed up with ad agency Leo Burnett to clinch the two-year brief. ­Total spend on the campaign is £15m, with PR fees understood to be at least £1m.

H&K fought off competition from the duo Fishburn Hedges and DDB in a pitch handled by the Central Office of Information.

The overarching campaign launches in the summer and ties together the LSC's service-specific publicity, targeting consumers and employers.

‘This work promotes the fact that developing skills is important for everyone and aims to achieve a cultural shift in the way we perceive learning,' said LSC director of strategy and communications Rob Wye.

The move follows two damning reports into further education and the UK's future competitiveness within the global economy, including one report by Conservative peer and former merchant banker Lord Leitch.

‘We have met all government targets on learning but Lord Leitch says the trajectory is not steep enough if we are going to compete with the emerging markets of China and India,' said Wye.

The UK can keep up with competitors such as Germany, France, Japan and the US, but the emerging markets have the potential to dwarf the UK, he said.

The LSC also works with Cohn & Wolfe on corporate and Band and Brown on consumer.

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