M&C Saatchi picked to handle £5m IR business

The Inland Revenue (IR) has appointed roster agency M&C Saatchi to handle the launch of new working tax credit, which will be introduced next year.

The agency was appointed by IR last year to handle the department’s repositioning and give it a “user-friendly image”. The working tax credit campaign will be launched in September, backed by an estimated media spend of &£5m.

The new working tax credit will replace the existing child tax credit and working families’ tax credit next year.

IR also employs St Luke’s, which handles the child tax credit campaign and Rainey Kelly Campbell Roalfe/Y&R, which runs a campaign providing information on charitable giving.

A spokeswoman for IR says: “The new tax credits will be launched in April 2003, and the September campaign will educate people ahead of the change.”

The IR has not revealed the exact spend for the campaign, and says that details are still being worked out.

The working tax credit will be available to couples with children under 16 with joint incomes of up to &£58,000 a year before tax and National Insurance. Households earning up to &£66,000 will receive some help during the child’s first year. Jobless parents will also qualify.

Low earners with children will receive the working tax credit on top of any child tax credit.

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

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