COI puts DVLA brief out to pitch

The Driver and Vehicle Licensing Agency (DVLA) is searching for an agency, through COI Communications, for a campaign to promote changes to the vehicle registration system.

COI has shortlisted BMP DDB, D’Arcy, Delaney Lund Knox Warren and Leo Burnett for the work. No budget for the campaign has been revealed by the DVLA.

No media have been decided for the campaign – the COI is talking to the media planning agencies on its roster, with a view to creating a shortlist.

Media agencies will then be paired with creative agencies for a combined pitch, to take place in June.

The campaign, to launch in late summer, will explain to drivers that from November when they buy a car they will have to register it to the DVLA using the new V11 and V5 forms. At present, drivers fill in a V62 form.

The forms will be available from Post Offices and form part of the DVLA’s plans to further computerise its registration system. The DVLA plans to print 18 million V5 forms a year.

The DVLA was set up in 1990 as a section of the Department of Transport, Local Government and the Regions. It is also advertising the range of personalised number plates available to drivers.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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