Whitehall appoints comms chief to sell Big Society

The Government has moved to tackle the cynicism that surrounds the Big Society with a new hire to oversee communication of its flagship idea.


Emily Tofield has been appointed to handle communications strategy for the Government’s Efficiency and Reform Group, which is responsible for development of the Big Society.

She will also handle presentation of the public sector cuts the ERG is leading on.

The Big Society was launched by David Cameron soon after the coalition took office last May. The aim, according to Whitehall chiefs, is to empower people – through local community groups and charities – to “come together to improve their own lives”

It has been met with scepticism by critics who have accused the Government of using it as a cover for spending cuts. Phillip Blond, head of think tank ResPublica and seen by many as the architect of the Big Society, recently admitted that communication of the vision to date could have been better.

Tofield, previously ministerial press secretary and chief press officer for the ERG, takes the title of deputy director and head of communications for the Cabinet Office.

Her appointment follows a restructure of Whitehall communications teams that saw the press offices of Number Ten and the Cabinet Office merge.

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