NIACE, the National Institute of Adult Continuing Education, has awarded its advertising account to Derby-based agency, McConnells. The agency held off competition from three COI roster agencies to secure the business.
The account, believed to be worth £500,000, requires McConnells to devise a campaign across TV, radio and cinema to promote the ESOL (English Speakers of Other Languages) project, which has been fronted by Learn Direct and the Department for Education and Skills.
The commercials will run nationwide over nine TV channels and across 150 cinemas, all targeted for their ethnicity and location. The radio ads will be broadcast nationally as part of the campaign.