British Council hires Rapp for integrated marketing brief

The British Council, the organisation which works in over 100 countries promoting a wider knowledge of the UK, the English language and culture, has reportedly appointed Rapp UK to handled its integrated creative account following a competitive pitch.

Set up in 1934, the council is a registered charity operating under Royal Charter. It works directly with individuals to provide a number of courses and opportunities both in the UK and overseas, and claims to help people gain the skills, confidence and connections they need to transform their lives and shape a better world in partnership with the UK.

Rapp UK has worked on the business in the past and will now take over from Pablo and M&C Saatchi, which previously split the account.

Although it receives a government grant in aid, the British Council is operationally independent from the UK government and runs the Turing Scheme, which replaced the previous Erasmus+ scheme, funding students to study abroad in an exchange programme in order to improve their education and employment prospects.

Every year millions of people take IELTS with the British Council, gaining the English language qualification they need to access higher education opportunities abroad or take the next step in their career.

And as part of the Next Generation flagship programme, the British Council also publishes global comparative analyses and summaries of ‘what we know’ about youth perceptions across the world.

Its most recent research delved into the experiences of young women and girls in Ethiopia, Indonesia, Nigeria, Sri Lanka, Pakistan, Poland, and Viet Nam; the analysis centres on focus areas such as education, empowerment, and ending violence.