FCA! has landed a pounds 2.5 million campaign to promote the
Government’s drive to help single mothers find work.
A TV, radio, press and poster push will break in October, backed up by a
direct mail effort. It will highlight the role of new personal advisers
in Job Centres whose task is to help lone parents take up the
opportunities available under the New Deal.
FCA! won the account after the Department of Social Security put the
work of three agencies into research; the others were Bates Dorland and
The FCA! win will be seen as further evidence that the DSS will ’shop
around’ for its campaigns. Bates Dorland won a pounds 2 million task
this summer to publicise the Government’s efforts to help single parents
with childcare costs.
Previously, most DSS work was handled by BMP DDB.
The choice of FCA! is also a sign that shops with a strong integrated
marketing capability stand to win most new business from the Central
Office of Information. FCA! will also advise on public relations for the
’We were particularly impressed with FCA!’s creative approach and its
understanding of the issues involved,’ Ann Martin, head of marketing
communications at the DSS, said.
Samantha Smith, managing partner at FCA!, said the agency won the
account because lone parents had felt motivated by its work in research.