Ogilvy & Mather has won a Department of Trade & Industry brief to run a 2m campaign promoting the regulations that implement the Working Time Directive, after presenting ideas directly to trade & industry secretary Peter Mandelson.
The pitch was conducted through the Central Office of Information and it is understood that O&M pitched against rival COI roster agency CDP.
Mandelson published the regulations three days after his appointment to the post at the end of last month. The regulations give protection from working excessive hours. It is understood that O&M will promote the regulations to both industry and employees.
The regulations include the introduction of three weeks paid annual leave, rising to four weeks in 1999, 11 consecutive hours rest in a 24-hour period, a maximum 48 hour week and a limit of eight hours work in 24 for night workers.
Mandelson says in a press statement on the regulations: “The emphasis is on flexibility for both employers and workers. This light touch is also evident in enforcement – the first step…will be to seek to resolve the matter through discussion.”