Department for Education appoints M+C Saatchi UK as lead strategic creative agency for school teacher recruitment

The pitch was run as an open market competitive process allowing any agency to compete.

The £9m four-year contract will see M+C Saatchi lead strategy and creative development across a new platform designed to inspire students and graduates to consider a career in teaching. The brief centres on reframing perceptions of the teaching profession, to strengthen consideration amongst students and graduates under 30 and make teaching a career of choice.

Nicola Espindola, Head of Teacher Recruitment Marketing, Department for Education, said: “The campaign is a critical tool for supporting the Government’s commitment to recruiting an additional 6,500 expert teachers across our schools and colleges as part of the Plan for Change. 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 support us to attract the next generation of talent to the profession.”

Jo Bacon, UK Group CEO, M+C Saatchi Group UK, added: “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. We’re proud to partner with the Department for Education on such a purposeful, high-impact campaign.”