NEWS: Campaign for Learning set to hire PR

Lyndsay Shead, the new head of marketing at the Campaign for Learning, is this week seeing the fifth and final PR agency pitch for the job of turning the UK into a ‘learning society’ by the year 2000.

Lyndsay Shead, the new head of marketing at the Campaign for Learning,

is this week seeing the fifth and final PR agency pitch for the job of

turning the UK into a ‘learning society’ by the year 2000.



Shead, who joined the Campaign for Learning in September, said she

hopes to make an appointment next week. The organisation is currently

behind schedule in its PR plans. It told PR Week last April that it

intended to hold a pitch in May with a view to launching a campaign in

September.



Shead said PR would be a ‘major strand’ in her marketing strategy,

although the budget has yet to be agreed. ‘We have done a lot of work

with the trade and the plan now is to take the campaign to the

consumer,’ she said.



However, she added that it would be ‘premature’ to say what her PR plans

were. ‘If the last agency I’m seeing comes up with a strategy that

knocks my socks off then everything could change,’ she said.



The Campaign for Learning is backed by the Royal Society for Arts and

boasts a high-powered steering committee, including ex-Lever Brothers

chief executive Andrew Seth.



It aims to stimulate more interest in learning among consumers,

educators and commerce. Its corporate sponsors include Sainsbury, the

Bank of England, British Airways, BT, The Post Office, Rover Group, Tate

and Lyle, EMI and Unilever. Over 200 education and training providers

have also pledged their support.



Shead was formerly head of marketing at Historic Royal Palaces, which

promotes landmark sites such as the Tower of London, Hampton Court

Palace, Kensington Palace and the Banqueting House at Whitehall.



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