The Electoral Commission has appointed Farm, Glue London and Experience to handle a campaign to encourage people to register to vote. It is understood that the account is worth 5.5m over the next three years but could be worth more if a general election is called.
The agency team pitched against Harrison Troughton Wunderman, Wheel and Manning Gottlieb OMD; and DFGW, Red Nomad and Mindshare to win the business (MW October 5). The pitch was handled by COI Communications.
The move marks a change in strategy by the Commission, which has previously focused on encouraging voting by people who have already registered. It now aims to get the 8% of people that are not on the Electoral Roll to register.