The campaign, developed by Claydon Heeley, uses banners, homepage hijacks, newsletters, advertorials and paid for search-engine activity, to drive senior business people to a microsite that acts as a gateway to their relevant Sector Skills Council.
Websites being used include , , , and , the website for the Institute of Directors.
Led by employers, the Skills for Business network is made up of Sector Skills Development Agency and 25 Sector Skills Councils. Its role is to understand the skills businesses need and to work with education providers to ensure that those needs are met.
Claydon Heeley was assigned the Skills for Business account in 2002. One of its most prominent campaigns featured senior business leaders, including Coffee Republic's Sahar Hashemi and Ford's Roger Putnam with "In Skills We Trust" tattoos on their arms.
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