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.

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