FCA! nets pounds 2.5m New Deal task to help single parents find work

FCA! has landed a pounds 2.5 million campaign to promote the Government’s drive to help single mothers find work.

FCA! has landed a pounds 2.5 million campaign to promote the

Government’s drive to help single mothers find work.



A TV, radio, press and poster push will break in October, backed up by a

direct mail effort. It will highlight the role of new personal advisers

in Job Centres whose task is to help lone parents take up the

opportunities available under the New Deal.



FCA! won the account after the Department of Social Security put the

work of three agencies into research; the others were Bates Dorland and

Ogilvy One.



The FCA! win will be seen as further evidence that the DSS will ’shop

around’ for its campaigns. Bates Dorland won a pounds 2 million task

this summer to publicise the Government’s efforts to help single parents

with childcare costs.



Previously, most DSS work was handled by BMP DDB.



The choice of FCA! is also a sign that shops with a strong integrated

marketing capability stand to win most new business from the Central

Office of Information. FCA! will also advise on public relations for the

campaign.



’We were particularly impressed with FCA!’s creative approach and its

understanding of the issues involved,’ Ann Martin, head of marketing

communications at the DSS, said.



Samantha Smith, managing partner at FCA!, said the agency won the

account because lone parents had felt motivated by its work in research.



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