AMV and PHD share NHS Direct ad brief

LONDON - NHS Direct has appointed Abbott Mead Vickers BBDO and PHD to handle its £2 million advertising and communications planning brief.

The agencies triumphed following a three-way shoot-out, handled by COI, against WCRS and Carat, and St Luke's and Experience.

NHS Direct offers patients a 24-hour health information and advice service. Patients can contact health professionals either over the phone, via e-mail or through digital television on the Sky Digital and Freeview platforms.

The winning agencies will now be briefed with creating a TV and print campaign to promote the service, with particular emphasis on the 08454647 telephone helpline.

Ronnette Lucraft, the commercial director of NHS Direct, said: "NHS Direct is used by millions of people. For the past couple of years, our communications activity has centred on our newer digital channels, but it's now time to remind people what's available through our well-established and highly popular telephone service."