CHI and Zenith win mobile crime brief

Clemmow Hornby Inge, ZenithOptimedia and the public relations agency GolinHarris have triumphed in a pitch to create a campaign to tackle mobile phone theft.

The pitch was managed by the Mobile Industry Crime Action Forum, an independent body with Home Office backing, which represents the UK's mobile network operators, a number of high-street retailers and handset manufacturers, including BenQ and Nokia.

The three agencies will share an estimated £7 million marketing budget. They will present ideas to the Micaf board at a meeting next week.

Micaf would not confirm details of other agencies involved in the pitch process, but it is understood the mobile phone retailers were responsible for reviewing submissions by creative and strategic agencies, while handset manufacturers took responsibility for appointing media buying. The mobile phone networks handled the PR brief.

Jack Wraith, the Micaf chairman, said: "We welcome the participation of three very experienced agencies."

The campaign will promote imobilise.com, where mobile phone owners are encouraged to register their handsets so that they can be deactivated in case they are lost or stolen.

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