Another Richard Branson? Going back to school - how Publicis learned a lesson about promoting education

Michael Ellyatt

BTEC stands for the Business and Technology Education Council, a registered charity which develops and awards qualifications in work-related education.
Agency: PublicisAuthor: Michael Ellyatt

Another Richard Branson? Going back to school - how Publicis learned a lesson about promoting education

 

INTRODUCTION

BTEC stands for the Business and Technology Education Council, a registered charity which develops and awards qualifications in work-related education.

Its advertising campaign in January 1995 did not have the benefit of a large budget, but it profoundly affected the futures of many young people. This was the result of a co-ordinated above- and below-the-line effort at the heart of which was BTEC's first TV advertisement.

Planning the campaign and arriving at the...

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