CMW was appointed following a four-way pitch from the Central Office of Information, and will conduct a direct mail, door-drop, press and ambient marketing campaign to promote awareness of formal childcare activities within lower-income families.
The appointment is an extension of CMW's existing work with COI, which includes a direct marketing campaign for the DVLA to promote buying road tax online.
DfES said the aim of the campaign, which begins next month, is to encourage families from low-income backgrounds to use registered childminders, nurseries and extended schools for children.
One prong of the campaign will target parents with children aged three to four who are entitled to 12 and a half hours of free, early education a week. This figure is set to rise to 15 hours a week by 2010.
The other will appeal to parents in lower income families with children aged between five and 11 to take advantage of extended school provisions.
Martin Nieri, managing director at CMW, said: "We are fortunate to hold a position on the COI framework and it's a reflection of our insightful creative that we have been tasked with developing this important public facing campaign."
Marc Michaels, director of direct and relationship marketing at COI, added: "We needed an approach that stressed that formal childcare is great for kids and great for parents too."
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