DLKW lands £2m COI Business Link brief

Delaney Lund Knox Warren & Partners is believed to have been appointed by the Central Office of Information (COI) to handle the &£2m advertising account for Business Link.

The win follows a two-way battle against HHCL/Red Cell. The incumbent agency, Miles Calcraft Briginshaw Duffy (MCBD), was knocked out in the first round. The media planning and buying, which is handled by PHD, is unaffected by the review.

It is understood that Business Link, which is run by Department of Trade and Industry agency the Small Business Service (SBS), is planning to relaunch the service. It is not clear how it will change from its current format, which offers information and practical advice to small to medium-sized businesses on issues such as tax, health and safety regulations and IT.

The SBS was set up in April 2000 to offer specialist advice and a support network to small businesses. In 2002, it appointed MCBD to handle its advertising in the wake of criticism levelled at the Government about the amount of red tape faced by small to medium-sized businesses (MW June 20, 2002). Business Link had previously worked with Ogilvy & Mather.

Previous campaigns for the service have aimed to raise awareness of the Business Link website and helpline through television, poster and online campaigns. The MCBD campaign showed a group of children giving nonsensical advice on how to run a business.