COI hands St Luke’s Working Family Tax Credit ad campaign

The Central Office of Information has awarded its pounds 6 million Working Family Tax Credit campaign to St Luke’s after a pitch involving three other roster agencies.

The Central Office of Information has awarded its pounds 6 million

Working Family Tax Credit campaign to St Luke’s after a pitch involving

three other roster agencies.



The campaign will break this summer and is intended to inform the public

about the new tax scheme before its launch in October. The initiative,

which was announced by the Chancellor, Gordon Brown, in last year’s

Budget, will replace Family Credit. It is aimed at working families on

low incomes and will guarantee all families with at least one working

parent a minimum income of pounds 180 a week.



’We are delighted to extend our relationship with the COI and to be

given the opportunity of announcing a major policy initiative,’ Mark

Lewis, an account director at St Luke’s, said. ’The communications

challenge is to overcome the barriers of suspicion and scepticism

surrounding the tax system to ensure that take-up is as high as

possible.’



Media planning will be handled by Manning Gottlieb Media, which pitched

with St Luke’s against Ogilvy & Mather, Euro RSCG Wnek Gosper and TBWA

GGT Simons Palmer for the business in a pitch run by the Inland

Revenue.



Media buying will be through roster shops.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).