Department for Education

It all starts with skills

Agency: M&C Saatchi


The Department for Education (DfE) has today unveiled a major, multichannel Skills for Life campaign, ‘It all starts with skills’, which aims to inspire young people, adults and businesses to make the most of their potential. The push was developed in partnership with M&C Saatchi.

Under the overarching Skills for Life brand, the new campaign acts as a rallying cry to encourage more people and employers to take advantage of the wide range of technical qualifications and training opportunities available to progress careers and grow businesses.

The DfE has partnered with M&C Saatchi to develop the multichannel campaign which, for the first time, targets three key audiences at once: young people aged 14 to 19 and their influencers (such as teachers and parents), SME employer decision makers and employees, and adults aged 24 to 59.

The campaign aims to capture hearts and minds amongst these audiences by tapping into the universal truth that we all have potential, but it will remain just that unless we do something with it.

A motivating 40-second film, directed by Vincent René-Lortie (the director behind the acclaimed OSCAR® shortlisted short film Invincible) through The Corner Shop, shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills.

Talent featured in the emotive campaign includes real people who are just starting out, looking to switch or considering switching careers or looking to grow their business through a range of technical qualifications, training and skills.

This professional campaign titled 'It all starts with skills' was published in United Kingdom in January, 2024. It was created for the brand: Department for Education, by ad agency: M&C Saatchi. This Digital, Film, and OOH Outdoor media campaign is related to the Education industry and contains 2 media assets. It was submitted 3 months ago by Owner: Julia Conroy of Julia Conroy Limited.


Creative agency – M&C Saatchi

Guy Bradbury - Creative Partner

Holly Sutton-Williams/Dan Lacey - Creative Team

Christian Davis - Managing Partner

Imogen Walkden - Senior Account Director

Isabella Forbes - Account Director

Brydie Heaphy - Senior Account Manager

Evie Nagy - Senior Account Manager

Zizzy Lugg-Williams - Account Manager

Sonia Khanna - Trainee Account Manager

Sophie Lean - Head of Strategy

Shaun Okoh - Senior Strategist

Ashley Williams - Film Producer

Duncan Collins - Project Director

Sophie Freeman - Project Director

Kevin Katende - Digital Producer

Clients – Department for Education

Chloe Saklow, Deputy Director: Workforce Recruitment – Brand and Customer

Laurence Russ, Kay Greene and Amanda Simpson – Joint Head of Skills Campaigns

Employer Skills team:

Louise Silous-Holt - Employer Skills team lead

Dawn Hirst, Senior Communications Manager (Employers)

Laura Tiplady - Senior Campaigns Manager (Employers)

Lisa Hopper - Senior Campaigns Manager (Employers)

Young People's Futures team:

Naomi Balaam – Young People's Futures team lead

Janina Smith – Senior Campaigns Manager (Young People)

Claire Russell - Senior Campaigns Manager (Young People)

Jennifer Gallagher - Senior Strategic Communications & Marketing Manager (T Levels)

Poppy Morgan - Senior Strategic Communications & Marketing Manager (HTQs)

Adult Skills team:

Clare Carter - Adult Skills and Retraining team lead

Elina Svantesson - Senior Campaigns Manager (Adults)

Max Davey - Senior Strategic Communications & Marketing Manager (Multiply)

Film Production

Production Company – The Corner Shop

Director – Vincent René-Lortie

DOP – Magnus Joenck

Executive Producer – Tess Mitchell

Producer – Ellie Fry


Offline Editing – Work Editorial

Editor – Martin Leroy

Online Post – Absolute

Colourist – Matt Turner

Sound Engineer – Jack Sedgwick @ King Lear

Music Supervision – Lizz Harman @ DLMDD

Composer – Theo Vidgen

Stills Production

Production company - Picture Club

Photographer – Ben Stockley

Retoucher - Dennis Tuffnell

Media Strategy – SMRS

Charlotte Rock – Lead Client Partner

Zoltan Ferenczy – Client Partner

Robyn Brown – Senior Client Manager

Adam Nicholson – Client Manager

Rachel Empson – Marketing Consultant

Lion Shop Online


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.