HHCL and PHD split £6m COI tax brief

The Inland Revenue has appointed HHCL/Red Cell and PHD to create and plan a new campaign targeting self-employed workers who do not pay their National Insurance contributions.

The agencies won the business after a four-way pitch in September 2004 involving the creative agencies WCRS, DDB London and DFGW and the media agencies Starcom Mediavest, ZenithOptimedia and Mediaedge:cia.

The account, valued at an estimated £6 million, will launch a national "informal economy campaign", which aims to inform workers that they are legally obliged to register to pay National Insurance within three months of becoming self-employed and that non-compliance is an offence, punishable with a fine.

The campaign will also create awareness of an Inland Revenue hotline that will both offer advice to self-employed workers on how to register and provide an anonymous route for members of the public to inform on workers they suspect are not paying National Insurance.

The campaign, which will consist of print and TV work, will break later in the year.

- Leader, page 18.


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