The Inland Revenue has picked M&C Saatchi to handle its
multimillion-pound image overhaul - and put an immediate question-mark
over future relationships with its other roster agencies.
Confirming M&C Saatchi's lead status, Ian Schoolar, the Inland Revenue's
marketing chief, said he expected a "significant portion" of its pounds
20 million annual spend to go through the agency.
And he warned: "This could impact on our existing agency relationships.
It's possible some may lose business."
M&C Saatchi, which contested the assignment with TBWA/London, WCRS and
Grey, has been briefed to produce a communications strategy for the
Inland Revenue as it strives to acquire a user-friendly image. Corporate
Edge, the design consultancy, has also been hired to work on a new brand
The appointments coincide with the Inland Revenue's integration with the
social security system and the extension of its role to include not just
tax collection but the distribution of benefits.
Until now, the Inland Revenue has split its business between three
agencies. They include Euro RSCG Wnek Gosper, whose work featuring
Hector, the cartoon taxman, is aimed at encouraging people to complete
self-assessment tax returns on time.
Also on the roster are St Luke's, which is responsible for promoting
working families' tax credits, and Rainey Kelly Campbell Roalfe/Y&R,
which runs the information campaign on charitable giving.
M&C Saatchi's recommendations are expected to help determine what the
Inland Revenue's future priorities should be.
No new advertising will appear before next year.