Advertising agency J Walter Thompson is to approach Britain’s biggest engineering employers to help fund a campaign aimed at boosting the profession’s image.
The London-based agency is drawing up a list of potential backers within British industry to fund the multi-million pound campaign, which could include substantial TV advertising.
JWT, which is also working on the creative treatment for the initiative, will aim to sell it to British manufacturers as an investment in the future quality of their engineering recruits.
‘We are calling these companies investors, not sponsors, because there is a payback element,’ said Jeremy Miller, director of marketing at the Engineering Employers’ Federation, one of the organisers of the £75,000 feasibility study into the campaign.
If it goes ahead, the results will be tracked for up to seven years, Miller said.