Government seeks agency for minimum wage scheme

John Hutton

The Government is seeking a communications planning agency to raise awareness of a new pilot scheme that aims to uncover abuses by employers and to offer protection to those paid less than the minimum wage.

The pitch, overseen by COI, will focus on “vulnerable” groups such as cleaners, security guards and caretakers not getting their full employment rights. The agencies pitching for the planning business include Naked Communications, MediaEdge:CIA and ZenithOptimedia.

It is not clear if the newly created Department for Business Enterprises & Regulatory Reforms (formerly called the Department for Trade & Industry) will also seek a creative agency for the new campaign.

The Government recently announced plans for tougher fines for businesses falling foul of the new minimum wages scheme.

The campaign will aim to target employees about the £5.35-an-hour minimum and raise awareness of laws that mean rogue employers can be fined up to £200 for each worker affected.

The Department is headed by John Hutton, the first Secretary of State for Business, Enterprise & Regulatory Reform, who was previously Secretary of State for Work and Pensions.

The Department also works closely with the newly created Department for Innovation, Universities and Skills (DIUS). DIUS is responsible for driving forward the Government’s long-term vision to make Britain one of the best places in the world for science, research and innovation.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here