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The appointment follows a three-way pitch between Arena BLM, ZenithOptimedia and MediaCom that was managed by the COI.

Arena BLM will be responsible for creating a three-year communications plan aimed at demonstrating the value of EYPS and attracting potential recruits and employers.

The CWDC aims to improve the lives of young people, their families and carers by ensuring that all those working with them have the best possible training, qualifications, support and advice. It also helps the organisations and services involved to work together better, with the child at the centre of all services.

The EYPS is awarded to graduate leaders who work with children aged up to five. The first awards were made in February 2007; more than 1000 people have now achieved the status.

The government aims to have an EYPS-qualified worker in every daycare setting by 2015, as research shows that the earlier graduates are involved with children the better the educational outcomes.

Martin Greenbank, performance director at Arena BLM, said: 'Our experience in dealing with complex supply and demand models, alongside our understanding of how to engage with key audiences, are important factors in helping us meet the needs of this campaign.'