Learndirect gears up for e-learning trade drive

The body behind Learndirect has drafted in Consolidated Communications to raise awareness of e-learning within the business community.

In his 2006 report, Lord Leitch recommended that the UK should aim to be a 'world leader on skills' by 2020.

The agency is charged with realising this aim by increasing awareness of the Learndirect brand among businesses.

It will also attempt to increase employers' understanding of e-learning and work-based learning, particularly within small and medium-sized enterprises.

Learndirect provides vocational training for those with few or no qualifications, who are unlikely to participate in traditional forms of learning.

Consolidated won the account after a competitive pitch managed by the Central Office of Information. The agency was at an advantage, having already worked on Learndirect's consumer account.

Consolidated deputy MD Nick Clark said: 'This is an important brief at a critical time for the skills industry after the Leitch report. We are looking forward to helping ... make a real difference in closing the skills gap.'

Consolidated's contract runs until 2009. The account is until December 2009, and is led by Clark, who reports to Learndirect business PR and events manager Liz Close.

Last August, Learndirect hired Geronimo Communications to promote the inaugural 'Get Online Day', to raise understanding of how digital skills can save families time, hassle and money.

Learndirect recently 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.

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