Between the Lines: DoH to rethink ad strategy

The notion that the Department of Health is ending a fruitful relationship with Abbott Mead Vickers BBDO is hard to get to grips with (page 1). However, the challenge facing the department has changed considerably over the past few years.

The decision to split the account between two creative agencies is a good one. Miles Calcraft Briginshaw Duffy will handle mainstream advertising, but the inclusion of Farm indicates that the DoH is contemplating new communications techniques that could penetrate those groups that are hardened against well-meaning TV ads.