CSA hires Chick Smith Trott to back relaunch of service

Beleaguered government organisation the Child Support Agency (CSA) has appointed Chick Smith Trott to handle the launch next year of a streamlined version of the child-maintenance payment system.

The agency won the business in a head-to-head pitch against Leo Burnett. It takes on the account as the CSA prepares to be replaced by a tougher body.

The overhaul follows extensive criticism that the organisation has failed to reduce child poverty, has not been able to handle its caseload and has not fairly handled those cases it has dealt with.

The CSA was established in 1993 to try to force absent parents to take financial responsibility for their children. However, it has come under fire for inefficiency, wasting taxpayers' money and failing to pursue individuals who refused to pay.

By March this year the amount of maintenance that remained uncollected by the CSA totalled £3.5bn; as of July, it had a backlog of 330,000 cases.

As part of a recovery process, in February the organisation unveiled an 'Operational improvement plan' and subsequently hired media agency PHD to devise a fresh communications strategy.

However, in the summer a review commissioned by work and pensions secretary John Hutton recommended that the CSA be scrapped and replaced by a smaller, more focused body.

Legislation to replace the CSA, improve the child-support system and reform the welfare system was announced in last month's Queen's Speech and is due to go through Parliament early next year.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers