M&C Saatchi has won the Government’s £4.5m 2001 Census account following a two-way pitch against Ogilvy & Mather.
The Office for National Statistics (ONS), which will administer the business, originally shortlisted four agencies, including FCA! and D’Arcy.
M&C and O&M’s ideas were researched before a decision was taken.
The ONS wants the Census to reach people who did not take part in the last one, including young people in inner cities and those who live alone. It is understood the catchline will be “Count me in”.
Below-the-line and PR work will begin in October. A TV campaign is expected in March and April next year.
Census campaign officer Mike Rose says: “It was very close. Both agencies had different strengths. In the end, we decided M&C’s approach worked better in the two key groups: young people in inner cities and older people.
“The O&M idea was very clever – we were impressed with it as well. But the M&C approach is more inclusive. It is a call to arms.
“We want the census to give a representative picture of modern Britain.”
The Census will be held on April 29 2001.