Four agencies are battling for a huge campaign, worth up to pounds
12 million, to promote the Government’s flagship scheme to get jobless
youngsters back to work.
The Department for Education and Employment has shortlisted two large
agencies, DMB&B and TBWA Simons Palmer, and two smaller shops, St Luke’s
and Duckworth Finn Grubb Waters, to pitch for the account at the end of
The campaign, which will break in January, will target under 25s who
have been unemployed for six months, and will urge businessmen to
provide places for them under the Government’s ’new deal’, the
cornerstone of Chancellor Gordon Brown’s first Budget (Campaign, 4
It is thought that between pounds 4 million and pounds 6 million will be
spent on ads in each of the next two years. If it performs well, the
winning agency will be in line for further work as the Welfare to Work
programme will continue for the five-year Parliament in what will be the
Labour Government’s biggest campaign.
Although the push is expected to include television, the brief puts the
onus on agencies to provide a media mix. ’This is an extremely
challenging brief,’ a Whitehall source said. ’We want the agencies to
demonstrate strong strategic planning ability, powerful creative
capability, successful business, youth and public sector campaigns and
an excellent track record in producing heavily branded, fully integrated
Whitehall officials want to weigh up the benefits of working with a
highly committed team and a small, innovative shop against the safer bet
of a larger agency. St Luke’s has no Whitehall business but officials
were impressed with its client list, including Eurostar, Boots and Ikea.
Duckworth Finn handles the Government’s anti-drugs campaign.
DMB&B worked on the DFEE’s modern apprenticeships scheme and holds the
Government’s drink-drive account. TBWA was chosen because of a good
record with business and youth clients, including BT, Nissan, Nike and