HM Revenue & Customs (HMRC) has appointed Iris to develop a partnership marketing programme for Tax Credits. The agency was handed the business following a pitch handled by COI.
Iris will work with employers and brands to form partnerships that will help raise awareness of Tax Credits and encourage people to “Get What They’re Entitled To”.
The agency will target people who are eligible for Tax Credits, but are not currently claiming, along with those already registered who need to notify HMRC of changes to their circumstances.
M&C Saatchi works on the above-the-line advertising account for Tax Credits, while Naked handles communications planning and Craik Jones Watson Mitchell Voelkel direct marketing. It is not thought that HMRC previously had a retained agency for partnership marketing for Tax Credits.
Iris has created partnership marketing programmes for the Departments of Health and Transport.
A spokesman for HMRC says: “We continue to develop different channels for communicating with our Tax Credit customers and we look forward to using Iris’ experience and skills to add to our campaign work.”
Earlier this year, COI hired 23red to develop partnership marketing activity for HMRC in a bid to raise awareness of the risks associated with illegally importing food products.
HMRC consolidated its £18m media planning and buying business into PHD, ZenithOptimedia and Naked last year (MW June 1, 2006).