DTLR roster in pitch for drink-driving account

The Department of Transport, Local Government and the Regions is talking to its newly appointed roster of agencies about its drink-driving account.

The original DTLR roster agencies, Abbott Mead Vickers BBDO and D'Arcy, have been chosen alongside the newly appointed BMP DDB and WCRS to present creative ideas on the brief, currently handled by AMV.

David Murphy, the acting head of marketing at the DTLR, said: "We're taking advantage of the flexibility of our new roster. We've asked these four agencies to put in some creative ideas on how we can go forward with the drink-driving campaign. The DTLR spent more than £1 million last year on the initiative.

Presentations are due to take place on 12 June. Murphy added: "If there are two agencies whose ideas we like, we'll test them both in creative research. Inevitably one will research better. The successful agency will partner the DTLR's media agency, Carat.

Last November, the DTLR opted to bypass COI Communications in favour of establishing its own creative and media agency rosters. This month it chose to split its £20 million creative account between a roster of six agencies, after a shortlist of 11 shops.

Agencies which had also been previously assigned to the DTLR's briefs through COI were D'Arcy, AMV, Euro RSCG Wnek Gosper and Rainey Kelly Campbell Roalfe/Y&R. WCRS and BMP - COI roster agencies which had not previously worked with the DTLR - were added to the list.

The request for further presentations for the drink-drive brief has exasperated those who thought being shortlisted on the DTLR's roster would mean they were awarded business. Murphy said: "We are conscious they've already gone through a full pitch. But we always told them we'd operate flexibly."