Govt to call review of entire DoT task

The Government is putting its entire pounds 5 million road safety advertising up for grabs, just a week after consolidating the business within Abbott Mead Vickers BBDO.

The Government is putting its entire pounds 5 million road safety

advertising up for grabs, just a week after consolidating the business

within Abbott Mead Vickers BBDO.



The decision means AMV will not only have to re-contest the pounds 1.9

million anti-drink-drive campaign it has just taken from DMB&B

(Campaign, last week) but it must join a battle to retain its existing

Department of Transport work, including the highly acclaimed ’kill your

speed’ campaign.



The move - scheduled to take place next year - will give DMB&B a chance

to grab back the business it lost while adding to it other current AMV

assignments promoting the use of rear seatbelts and the dangers of

driving while using handheld mobile phones.



Department chiefs are unlikely to restrict the contest to a head-to-head

pitch between its two roster agencies but will give other shops a chance

to crack the briefs.



The outcome will not necessarily result in a ’winner takes all’

appointment.



It is more likely that the various assignments will go to whichever

agencies come up with the best recommendations.



The new pitch will be triggered by the publication of a new strategy to

improve safety on the roads by the Department at the turn of the

year.



’Presentation will play a big part in the new strategy, so we will have

to have a rethink on the publicity side,’ a Whitehall source said this

week.



The Department denies that the new pitch and the drink-drive review were

prompted by a desire to put all its eggs in one basket.



’This is not about consolidating into one agency,’ it said. ’It is about

bringing a fresh eye to look at the campaigns to see if we can do things

better.’



While few of the Department’s campaigns are underpinned by large

budgets, much of the work - particularly the Christmas anti-drink-drive

advertising - gets heavy TV and national press coverage and is a useful

boost to any agency’s creative profile.



The overhaul of the transport accounts follows the appointment of Lord

Whitty, Labour’s former general secretary, as transport minister in

July. He succeeded Baroness Hayman who became a junior health

minister.



Live Issue, p13.



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