The drive aims to attract more than 40,000 students to teaching training courses across the country.
TTA press and PR manager Louise Woodward said: ‘The first phase of activity will look to attract highly qualified people into the priority subjects of maths and science. This will be followed by a phase to attract men into primary school teaching.’
The campaign will target both undergraduate and postgraduate candidates, with a clear section of the brief to persuade people to change careers.
One of B&B’s first tasks will be to revive media interest in the ongoing Use your Head campaign, which started in 2003 and is accompanied by advertising.
B&B’s hire follows the appointments of DDB to create the advertising and Manning Gottlieb OMD for media planning. Both media planning and media buying will be handled through COI Communications.
B&B was selected after a competitive pitch, believed to have attracted more than 15 agencies.
TTA director of communications and marketing Geoff Webb said: ‘Use your head, Teach is attracting around 16 per cent more enquiries from eligible candidates than last year. With our new partners in place we expect to see great new ideas to take it forward.’
B&B board director Fiona Longhurst said: ‘PR has a major part to play in attracting the country’s next generation of inspirational teachers.’