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The Government is holding a creative and media pitch for the Department of Work and Pensions' New Deal account, which is currently shared by St Luke's and Publicis.
The pitch is being handled by COI Communications and is in its early stages. Four creative agencies have been chosen to compete for the task alongside four media companies, which have been selected to partner them.
Details of the project have yet to emerge and agencies will be briefed on 7 June. One component of the brief is expected to revolve around getting the over-50s into employment. A decision is expected within two to three weeks.
When the New Deal was launched in 1998, the Government backed the programme with a pounds 12 million above-the-line campaign, featuring passionate, flag-waving employers, which was created by St Luke's.
More recently activity has concentrated on the New Deal for Lone Parents, part of a broader initiative, with advertising created by Publicis. The campaign came under scrutiny in a recent episode of Panorama, which proposed that the Government was using taxpayers' money to fund advertising which made it look good in the run-up to last year's general election.
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