The agencies involved in the pitch, which is being handled by COI, are Miles Calcraft Briginshaw Duffy, Leo Burnett, M&C Saatchi and DDB.
The LSC, a Government-backed body, is responsible for funding education and training for everyone in the UK who is outside of university education. Its remit includes National Vocational Qualifications.
The winning agency will create a long-running campaign, using TV, radio and print work, aimed at everybody involved in the training process, from people looking for the best training opportunities to employers looking to train their staff and the institutions that offer courses.
This is the first time a single agency will be picked to create an overall campaign for the LSC. In the past, it has tackled specific problem areas with one-off targeted campaigns.
Tackling the UK's skills shortage, which has seen workers inadequately trained for their jobs, is a Government priority, and the LSC initiative is being given major backing.
This article was first published on Campaign