DWP to review £7m benefit fraud brief

The Department for Work and Pensions has called a review of its £7 million benefit fraud advertising and media account.

COI is handling the review and has paired four creative agencies with four media agencies.

The agency pairings are: Leo Burnett and Starcom, the incumbents on the business; McCann Erickson Communications House and Naked; Cheethambell JWT and Ingram; and VCCP and MindShare. Meetings will take place this week and joint pitches will happen before the end of May.

For the past three years, the DWP's campaign has focused on benefit fraud, warning offenders they will be caught, fined and could go to jail.

Agencies have now been asked to develop a brief to shift the focus away from those who defraud the system to target those who receive benefits.

The new campaign will also remind claimants to supply correct information and will make them aware of what constitutes fraud.

According to Nielsen Media Research, the DWP had a media spend of £7.2 million last year.