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.

/j/c/p/cameronbigsociety.jpg

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

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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