The agency won the work in a three-way pitch against True Digital and Digital TMW. The pitch was run by the COI on behalf of Ufi, the organisation that operates learndirect.
LBi will be tasked with redeveloping the learndirect website with a focus on increasing its interactivity and effectiveness. One idea being explored is the creation of an online forum where users will be able to share experiences of courses. It is expected that the overhauled site will be live by next summer.
Visitors to the site include current and potential students, employers, people seeking guidance on courses and careers as well as learning providers.
The appointment comes as learndirect rolls out an awards scheme to celebrate success in learning. This will promote awareness of learndirect opportunities for both consumers and businesses and help to raise the profile of Ufi. A series of regional awards will culminate in a national final, which will take place next September.
Separately, learndirect has appointed Fuse to its sponsorship account, previously held by Drum PHD.
The educational service is one of the government's biggest sponsorship spenders. Earlier this year it signed a 12-week, £425,000 deal with ITV to sponsor The Jeremy Kyle Show, Wild at Heart, The Royal and Heartbeat.
Learndirect was established in 2000 with the aim of developing an online focus for post-16 learning. It is aimed particularly at people with few or no skills and qualifications, who are unlikely to participate in a traditional learning environment.
The service operates a network of more than 2000 online learning centres. Since its launch, 1.3m people have enrolled on almost 3m courses; its website offers information on about 900,000 courses.
This article was first published on Marketing