FCA! has landed the pounds 10 million integrated communications
campaign for Action 2000, the Department of Trade and Industry
organisation set up to raise awareness of the dangers of the millennium
The agency’s remit is to persuade UK businesses to update their computer
systems to avoid problems as computers are unable to recognise the date
change from 1999 to 2000. An above-the-line TV, press and outdoor
campaign will break in July.
FCA!, which pitched alongside Optimedia, won the account after a contest
against Abbott Mead Vickers BBDO, BMP DDB and Euro RSCG Wnek Gosper.
Niki Akhurst, who took up the new post of Action 2000’s marketing
director in April, said: ’We were impressed with FCA!’s creative
approach and its grasp of the issues involved. We have assembled a
talented team of agencies that will give the campaign the impetus and
Shaun McIlrath, joint creative director at FCA!, said: ’We are delighted
to have won this business, not just as an agency but as a member of the
business community. This issue affects all of us and we are pleased to
Until now, strategic marketing for Action 2000, which was set up last
autumn, has been handled by BMP DDB and the fellow Omnicom agency, WWAV
Rapp Collins. An initial millennium bug campaign was launched last
January alongside a telephone hotline and website.
The campaign will target half a million managers of small- to
medium-sized companies which are considered to be most at risk because
they underestimate the havoc the bug could cause.