M&C Saatchi lands Census

M&C Saatchi has won a coveted place on the Central Office of Information roster with its appointment to publicise the 2001 census.

M&C Saatchi has won a coveted place on the Central Office of

Information roster with its appointment to publicise the 2001

census.



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

year.



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

celebration.’



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

census.



The Office for National Statistics, which is responsible for the census

in England and Wales, is also organising a roadshow.



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