The Department for Education has appointed M+C Saatchi Group UK as its lead strategic creative agency for school teacher recruitment, awarding the agency a four-year contract worth £9m.

M+C Saatchi will develop strategy and creative work for a new campaign platform designed to reframe perceptions of teaching. The focus will be on inspiring more students and graduates under the age of 30 to consider a career in the profession, meeting the Government’s target of 6,5000 additional 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 and attract the next generation of talent to the profession,” said Nicola Espindola, head of teacher recruitment marketing at the Department for Education. 

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Jo Bacon, UK group CEO at M+C Saatchi Group UK, whose roster includes UK government departments, global consumer brands and healthcare organisations, described the win as a significant opportunity. “This is one of the most important challenges in government communications,” she said, “inspiring a new generation of teachers demands more than just a strong message. It needs creative work that connects emotionally and drives action.”