G4S seeks DM agencies for ‘quickfire’ security campaigns

G4S, the security services company formed by the merger of Group 4 and Securicor, is seeking a roster of agencies to add to its direct marketing capabilities, working with a budget of about &£1.5m.

G4S marketing director Douglas Greenwell says he wants to be able to call on agencies to devise “quickfire, short-term campaigns to respond to issues”. The company may also develop a tactical drive to run after new laws are introduced under the Private Security Industry Act 2001.

The new regulations are set to be unveiled as the Government attempts to clamp down on rogue bouncers, wheelclampers and other bogus security operations. Any company without a Home Office licence after March 20 will face criminal charges.

The company currently uses FCBi London for its direct marketing, and the development of a roster is not expected to affect the relationship.

G4S will also develop its online, telemarketing, telesales and data operations in an attempt to better target companies’ key security procurement personnel. At the same time, there will be a reduction in internal communications, hospitality, trade press advertorials and lobbying activity.

Greenwell says: “Security is a sensitive area. I have always got my eyes open for interesting ideas.”


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