Arena BLM picks up DVLA media comms planning account

LONDON - The Driving and Vehicle Licensing Agency, which registers vehicle drivers and collects their tax, has handed its media communications planning account to Arena BLM.

DVLA...Arena BLM picks up brief
DVLA...Arena BLM picks up brief

The agency won the business following a pitch against Mediacom and Xperience, in a process handled by the COI. Carat, the previous incumbent on the account, did not repitch.

Arena BLM will now be responsible for developing an overarching communications strategy integrating the different strands of the DVLA's marketing activity, covering issues such as insurance enforcement, electronic vehicle licensing, and ensuring that driver details are up to date.

The communications will cover a range of media platforms, including digital, PR, events, sponsorship, and direct marketing, and will aim to help reduce car tax evasion and increase the number of consumers who access the DVLA's services.

Derek Hobbs,  head of insight and marketing at the DVLA, said: "A decreasing marketing budget means it is more important than ever to produce an integrated marketing communication plan so that we get maximum impact from our spend.

"Provided Arena BLM transfers the quality of thought and planning they presented in its pitch to market planning our products and services, we will gain a substantial benefit."