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.