NEWS: CDP to head strategy review for Met police

By KAREN YATES, campaignlive.co.uk, Friday, 06 December 1996 12:00AM

The Metropolitan Police has appointed Collett Dickenson Pearce to overhaul its marketing and public relations requirements.

The Metropolitan Police has appointed Collett Dickenson Pearce to

overhaul its marketing and public relations requirements.



The move reunites London’s police force with the agency that produced

award-winning campaigns for it in the early 90s and brings Chris

Macleod, the managing director of CDP, back to a piece of business he

used to run at Laing Henry and later at Saatchi and Saatchi.



Macleod explained that the Met’s communications audit would go back to

basics. CDP will investigate what the police force hopes to achieve

through its communications, including PR, promotions and advertising,

and compare this with what it is doing at present.



The agency has been asked to prepare recommendations by the end of the

year.



‘This strategic review may or may not include advertising,’ Macleod

commented.



The Met has used various communication approaches in the past. These

have included warnings to the public about crime, such as its recent

anti-burglary push, ‘operation bumble bee’, through Saatchi and Saatchi.

Commercials have also been used to try to encourage the public to co-

operate more with its officers, as well as for recruitment.



CDP’s award-winning work was part of a recruitment drive designed

principally to attract potential policemen of various ethnic

backgrounds. However, the campaign also played a part in improving the

image of the Metropolitan Police force.



One of the ads showed a black man running along a street, being pursued

by a policeman. The copy revealed that the black man is, in fact, a

plain clothes officer working in tandem with the uniformed white man.



This article was first published on campaignlive.co.uk

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