DWP reviews £8m comms planning for auto enrolment

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Department of Work and Pension: TV campaign starring Karren Brady
Department of Work and Pension: TV campaign starring Karren Brady

The Department of Work and Pensions has invited three agencies to pitch for the comms planning for its ongoing £8m pension campaign about automatic enrolment.

The incumbent Manning Gottlieb OMD is defending the account from MediaCom and Carat and first meetings are taking place this week.

The DWP launched its "I’m in" campaign, starring well-known celebrity bosses including Theo Paphitis from ‘Dragon’s Den’ and Karren Brady of ‘The Apprentice’, by Adam&eve/DDB in print and on TV in September 2012.

The campaign, which the DWP said would be worth £8.1 million in September, promotes major changes to pension enrolment, which require employers to pay into a workplace pension for eligible staff who do not opt out.

Manning Gottlieb OMD won the comms planning brief in October 2011 after a pitch against MEC and PHD.

Media buying, handled by Group M’s M4C, and the Department's relationship with Adam&eve/DDB, are not affected by the review.


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