PHD has been charged with plan and buying campaigns across a variety of media, targeting 14-25 year-olds and informing them of the benefits of the scheme.
The pitch was led by Jonathan Durden, PHD's president and co-founder, who said that he is a product of not going to university and felt passionate about Edge's work. "That is why when I went to do this pitch, I was so driven because I would have been a beneficiary of this," he said. "It was more of a personal crusade for me."
The pitch was managed by a client team including Edge founder Gary Hawkes and advertising agency founder MT Rainey, who is one of the foundation's backers.
Edge's advertising account has been awarded to Miles Calcraft Briginshaw Duffy.
Edge is a charitable foundation set up to engage with students, teachers, government and the media to raise the status of practical and vocational training.
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