Cheethambell and VCCP net DWP brief

The Department for Work and Pensions has appointed VCCP and Cheethambell JWT to work on its £7 million benefit fraud account.

In a new move for the DWP, which generally targets the perpetrators of benefit fraud, VCCP's portion of the business will be based on highlighting what constitutes benefit fraud. This includes filling in forms incorrectly.

Meanwhile, Cheethambell will be tasked to raise awareness of benefit fraud and attempt to reduce it.

The appointments see the incumbent, Leo Burnett, removed from the business.

A COI spokeswoman said: "The benefits campaign aims to highlight what constitutes benefit fraud and what the consequences are. COI managed the appointments on behalf of the DWP."

The pitch for the media and creative accounts was originally called in May. VCCP paired with MindShare, Burnett joined Starcom, McCann Erickson Communications House worked with Naked Communications and Cheet-hambell JWT teamed up with Ingram.

MindShare was handed the £3.5 million media business in June this year.

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