Agency.com lands DVLA's digital brief

Agency.com has won the digital marketing brief for the Driver and Vehicle Licensing Agency's initiative to enable drivers to apply for their licences online.

The agency triumphed over Dare and Profero in a pitch run by COI Communications.

Agency.com will handle all online advertising for the project, set to launch in February. Media planning and buying will be by i-level.

The Drivers Re-engineering Project will enable people to apply for their driving licences - and keep their details up to date - via the Government's public services website, www.direct.gov.uk.

Agency.com has been briefed to drive traffic to the site and build awareness of the new online services.

The project should cost £35 million and take two-and-a-half years to complete as part of a programme to put government services online.

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