DfES uses Blue Rubicon for skills push

The Department for Education and Skills will use Blue Rubicon to promote a campaign to encourage employers and universities to work together.

The DfES campaign is part of a drive to ensure that the UK's workforce is skilled enough to compete globally.

The budget will be around £100,000 and it will run to the end of the year.

Led by senior consultant Emma Light, the specialist corporate agency is charged with establishing higher education as a means of meeting employers' skills needs.

It will encourage more universities to develop programmes that meet the education and training needs of employers.

The campaign will run alongside a Learning & Skills Council drive launched earlier this month to promote training and learning.

The latter campaign launches in the summer and ties together the LSC's ser­vice-specific publicity, targeting consumers and ­employers. Hill & Knowlton teamed up with ad agency Leo Burnett to clinch the two-year brief earlier this month (PRWeek, 13 April).

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