The government is poised to appoint an advertising agency to
promote a new telephone-based ’back to work’ initiative.
The initiative, which is part of Labour’s New Deal welfare-to-work
programme, is aimed at people who are unemployed but, for a variety of
reasons, deterred from visiting job centres.
The brief is to encourage people to call a helpline which will match
unemployed adults’ skills with vacancies.
The Central Office of Information (COI) is understood to have
short-listed DMB&B and St Luke’s, although both declined to confirm
involvement. It is believed that the campaign is worth pounds 3m-pounds
Both agencies are on the COI roster. St Luke’s created the New Deal TV
campaign earlier this year and DMB&B produces work for the Department of
Education and Employment.
No one at the COI was available for comment as Marketing went to press.