City & Guilds' bid to beat the old school: while top universities reply on word-of-mouth, other institutions are having to invest in marketing to keep student numbers up. (News Analysis).

Marketing Week, September, 2002 by Gemma Charles

As the new academic year gets under way and students mull over their options, the main provider of vocational qualifications in the UK, City & Guilds, is undertaking some soul-searching of its own. It is on the hunt for an advertising agency to help modernise its image (MW last week).

A year ago, the body, which offers 500 qualifications in 22 sectors appointed consultancy Brandsmiths to advise on a root-and-branch rebranding exercise. It is choosing between four unnamed agencies to come up with a [pounds sterling]1.5m advertising campaign that will help to project a more modern image to students and employers.

Despite celebrities such as Jamie Oliver and Ricky Tomlinson gaining City & Guilds' qualifications, a certain amount of ignorance exists over what...