M+C Saatchi UK wins £9m Department for Education teacher campaign brief

The Department for Education (DfE) has awarded M+C Saatchi Group UK a four-year, £9m contract to lead creative strategy for school teacher recruitment, following a competitive pitch process.

The agency will spearhead the development of a new platform aimed at reframing perceptions of the teaching profession. The campaign will target students and graduates under 30, positioning teaching as a desirable career choice.

The initiative forms part of the Government’s Plan for Change, which includes a commitment to recruit an additional 6,500 expert teachers across schools and colleges.

Nicola Espindola, Head of Teacher Recruitment Marketing, DfE: “The campaign is a critical tool for supporting the Government’s commitment to recruiting an additional 6,500 expert teachers. M+C Saatchi’s approach was full of energy and excitement, and provided a fresh strategic positioning to widen the appeal of a career in teaching.”

Jo Bacon, UK Group CEO, M+C Saatchi Group UK: “This is one of the most important challenges in government communications – and exactly the kind of brief our Cultural Power proposition is built for. Inspiring a new generation of teachers demands more than just a strong message; it needs creative work that connects emotionally and drives action.”

The contract will see M+C Saatchi oversee strategy, creative development and campaign delivery for teacher recruitment efforts over the next four years.

www.mcsaatchi.com

www.gov.uk

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