COI pitches 3.4m fire safety account

The Department of Communities and Local Government has put its £3.4m fire safety account out to pitch. The incumbent, Euro RSCG, is no longer on the COI roster and will not be able to repitch for the business.

The COI, which is handling the pitch, has approached a number of undisclosed agencies.

The winning agency will create a new campaign to replace the current fire safety TV ads starring actress Julie Walters. The advert features the slogan “Pull your finger out” and was created as part of the Fire Kills initiative.

The ad urges viewers to test their fire alarm before it is too late. Walters stands in a burnt out kitchen to emphasise the message.

According to government figures, one in three smoke alarms fail because they do not have working batteries.

David Watson, the department’s head of campaigns and marketing, says: “Procurement regulations mean we have to part ways with Euro RSCG, so I’m now looking forward to discussions with a number of agencies over the next few weeks.”

Euro RSCG has held the account since the 1980s and the agency says it has helped drive penetration of smoke alarms from 5% to 80%, and halved the number of deaths from fires.

The agency’s contract will expire in April next year.