BMP DDB has clawed its way back into favour with the Government it
helped get elected by landing a pounds 2.5 million brief to improve the
lot of Britain’s poor pensioners.
BMP has seen its government business disappear since it helped Labour
win the 1997 general election. The Department of Social Security ended
BMP’s status as its lead agency and decided to put each campaign to
But after a battle between BMP and Ogilvy & Mather, DSS officials are
recommending that the pensioners’ campaign be awarded to BMP. Alistair
Darling, the Social Security Secretary, is expected to rubber-stamp the
The push is designed to persuade pensioners to claim the benefits to
which they are entitled. Most of the budget is likely to be spent on a
television campaign, as daytime TV is seen as the best way of reaching
old people. There may be some back-up work in the press.
The campaign follows concern among ministers that many elderly poor do
not claim the social security benefits to which they are entitled on top
of the state pension.
Between 400,000 and 600,000 old people are estimated to be missing
Some are deterred by the stigma of having to be means-tested and go to a
benefits office, while others are believed to lack information about
The campaign may be piloted in some areas this autumn before being
rolled out nationwide. It will highlight the minimum income guarantee to
pensioners - worth pounds 175 a week to a couple from April next
Under the plan, income support top-ups will be added to the basic state
pension for old people who have no other income to take them above the