COI calls pitch for Tax Credits online strategy

COI has called a pitch for the online creative account for Tax Credits, part of HM Revenue & Customs.

The incumbent on the account is glue London. It will not repitch for the business.

A COI spokeswoman confirmed: "HM Revenue & Customs is reviewing the online creative element of its Tax Credits campaign activity, with a view to producing a fully integrated campaign across all of its strands."

HMRC has faced criticism over the Working Tax Credit and Child Tax Credit system because of a series of mistakes that have seen people overpaid and underpaid. It also had an issue with people filing claims online, after incidents of fraud, which led to a reconsideration of its online advertising campaign.

M&C Saatchi works on the above-the-line advertising account - its most recent campaign appeared at the end of last year. Naked works on communications planning on the brief and Craik Jones Watson Mitchell Voelkel handles direct marketing.

HMRC runs two phases of advertising for the Tax Credits. The first burst of ads is during the renewal phase, which runs between April and August, and the second runs later in the year, to encourage people to keep the department updated with their details.

The next advertising will break later this year, based on previously used creative.


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