DWP hands Jeremy Kyle task to BBH

The Department of Work and Pensions (DWP) has appointed Bartle Bogle Hegarty to help explore the possibility of working with controversial daytime TV presenter Jeremy Kyle to present a series on ITV aimed at getting people off benefits and back to work.

The series is provisionally titled Jeremy Kyle gets Britain working and is expected to cost the Government almost half a million pounds.

The DWP has confirmed that talks are taking place with ITV to consider advertising-funding programming to try and motivate people into work.

A DWP spokeswoman says: “We want to use our communications as effectively and efficiently as possible to motivate and support people into work. We have appointed an agency to explore advertiser-funded programming, but no decisions have been taken and no budget has been committed.”

Last October, Ufi – the operator of publicly-funded Learndirect – axed its sponsorship of The Jeremy Kyle Show after condemnatory comments made by a High Court judge whipped up a media storm about the show’s content.

At the time, COI, which manages Learndirect’s advertising activity, issued a statement saying: “Continued sponsorship of the show would not protect and enhance the strength and reputation of Learndirect, one of the country’s well-known names in adult learning.”

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 customerservices@marketingweek.com

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