…Leo Burnett wins 5m DWP brief

Leo Burnett has been awarded a major brief from the Department of Work and Pensions, understood to be worth £5m. The long-term campaign is intended to motivate people on benefits to get work.

The agency won the business following a pitch against CHI & Partners, Delaney Lund Knox Warren & Partners and Rainey Kelly Campbell Roalfe/Y&R, which began in July (MW.co.uk July 23).

Leo Burnett will conduct a three to five-year long communications strategy aimed at highlighting reforms to the benefits system and encouraging people to seek employment.

This will be the first work the agency will undertake for the DWP, though as a COI rostered agency it is already working on campaigns for other Government departments.

The changes to the benefits system are the biggest ever in its history. Under the new plans, the Government will introduce measures that will force citizens into employment. Income support will also be scrapped.

The plans, led by James Purnell DWP secretary of state, are expected to be in place by 2013.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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