M&C Saatchi has won a coveted place on the Central Office of
Information roster with its appointment to publicise the 2001
The agency beat Ogilvy & Mather to the through-the-line work, worth
pounds 4.5 million. D’Arcy and FCA! were knocked off the shortlist last
Nick Hurrell, the joint chief executive of M&C, said: ’Our idea is to
encourage people to participate by creating the atmosphere of a national
The campaign will target everyone rather than singling out the
demographic groups, including the elderly and young men, which in the
past have been the most reluctant to fill in the 20-page survey.
It has yet to be determined when the work will break. The end of this
year, or beginning of the next, are under discussion. The census will
take place on 29 April 2001.
The census will include new and revised questions on employment, health,
religion and ethnic origin. It will include ethnic groups previously
absent from the listings, such as ’mixed’, ’Asian or Asian British’ and
’black or black British’.
DMB&B handled the advertising for the 1991 census. It devised a
heavyweight integrated campaign that ran for three weeks before the
The Office for National Statistics, which is responsible for the census
in England and Wales, is also organising a roadshow.