Teacher agency picks Delaney Fletcher for recruitment boost

The Teacher Training Agency has hired Delaney Fletcher Bozell and

BJK&E Media to help raise the profile of teachers, a task that has shot

up the political agenda since the new Labour Government came to power

earlier this month.

Delaney Fletcher will work with its sister company, Poppe Tyson

Interactive, as well as Charles Barker public relations, to persuade the

well-educated elite that teaching is a valid career choice.

’I remember when there were three professions - the law, medicine and

teaching,’ Mark Lund, the managing director of Delaney Fletcher,

commented. ’What we are going to do is to get back to the fact that

teaching is a uniquely rewarding job.’

Using the idea that no-one forgets a good teacher, Delaney Fletcher is

gearing up for a push on cinema, in the press and through the TTA’s

Website.

The aim is to persuade more, better qualified people to teach.

Delaney Fletcher beat three other agency groups, including

McCann-Erickson, J. Walter Thompson and DMB&B to land the task. The

victory is a breakthrough for the advertising industry, since recent

work for the TTA has concentrated more on public relations than on

above-the-line ads. Budgets have not been finalised, but are expected to

be between pounds 2 million and pounds 3 million for an integrated

package.

The TTA, a government-funded body charged with ensuring Britain has

enough teachers, has found it harder over the past decade to meet

targets. It started looking for an agency earlier this year (Campaign,

28 February).

This article was first published on Campaign