D'Arcy wins Revenue's pounds 3m self-assessment business

The Inland Revenue has appointed D'Arcy to handle its pounds 3

million tax self-assessment brief.

The account, which involves persuading as many people as possible to

fill in their tax returns on time, is moving from Euro RSCG Wnek


D'Arcy won the account after a pitch against M&C Saatchi and Euro


D'Arcy's appointment follows a recent review by the Inland Revenue that

resulted in the selection of M&C Saatchi to complete an image overhaul.

M&C Saatchi has been briefed to produce a communications strategy for

the Inland Revenue as it tries to create a more friendly image.

Euro RSCG ran a series of campaigns featuring Hector the taxman as an

icon for self-assessment, but earlier this year the Inland Revenue

decided that he would be scrapped. Hector was introduced in 1995 and

Euro RSCG took on the account in 1998 after of Leagas Shafron Davis


The Inland Revenue is to focus more of its advertising on encouraging

people to file their returns by 30 September, rather than the cut-off

date of 31 January.

The review of self-assessment was run by Ian Schoolar, the Inland

Revenue's first marketing director, who joined from NatWest earlier this

year. It followed a series of changes to self-assessment, including

interactive TV to help people file returns and apply for tax


Also on the Inland Revenue's roster are St Luke's and Rainey Kelly

Campbell Roalfe/Y&R.