MullenLowe London lands Universal Credit brief

The Department for Work & Pensions has appointed MullenLowe London to promote Universal Credit, the government's working-age benefits scheme, after a pitch.

MullenLowe London lands Universal Credit brief

MullenLowe fought off competition from Engine, another government roster shop, in a process run by the Crown Commercial Service.

The Interpublic shop has been tasked with creating an integrated campaign to raise awareness among jobseekers. Activity, which will span out-of-home, digital, print and radio, is expected to launch later this month with the line: "Opening up work."

Universal Credit, which was unveiled in 2013, brings together previously separate benefits for people who are on low income or out of work.

In 2014, the DWP appointed Engine to handle activity around workplace pensions after a pitch. 

A spokesman for the DWP said: "The fundamental purpose of welfare reform is to transform lives and provide opportunity for all. As it rolls out across Britain, Universal Credit is simplifying the system and opening up work. 

"Our campaign with MullenLowe will ensure jobseekers know how this new support can help them and their families."

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More