DTI picks WCRS and Dare Digital for ads for minimum wage

The Department for Trade and Industry has appointed WCRS and the new-media agency Dare Digital to handle the creative advertising for its awareness campaign of the new National Minimum Wage.

Dare Digital, the new-media agency in which Bartle Bogle Hegarty owns a significant minority stake, won the digital creative brief following a four-way pitch through COI Communications' digital division.

It is the first piece of business Dare has picked up from COI and one of the first pitches run through COI's newly formed digital creative roster.

Digital media strategy as well as planning and buying for the online campaign will be handled by i-level, COI's agency of record.

WCRS has been tasked to produce a range of press executions for the campaign, which will kick off at the end of September.

The campaign targets low-paid employees and their employers in an effort to make them aware of the increase in the National Minimum Wage.

"Online will play an important role in this campaign and Dare Digital has demonstrated an understanding of what is needed to get this straightforward message across to the different audiences," Michael Smith, the new-media development manager at COI, said.

Employees above the age of 22 are set to receive a minimum wage of £4.50 per hour, while those aged 18 to 21 will receive £3.80. In addition, the Government has also provisionally accepted a recommendation for further increases in October 2004 to £4.85 per hour for adults rate and £4.10 for youths.

Last month, Dare Digital poached John Owen, the director of Starcom's Intelligence Unit and chairman of the IPA Digital Marketing Group, to be its first planning director to offer clients greater strategic insight.