MCBD beats three to take £15m Directgov

Miles Calcraft Briginshaw Duffy has won the £15 million advertising account for Directgov, the UK Government's official online portal for public services.

MCBD pitched against the incumbent, Chick Trott Smith, Farm and CHI & Partners earlier this month.

The agency will now create a campaign, expected to run for between two and three years with a spend of up to £15 million, that will aim to increase the number of users of Directgov by promoting the scope of the website's offerings.

MCBD will work closely with Naked, which handles the communications planning account, to create an integrated campaign across various media channels. Directgov, the official UK Government website for citizens, pulls together information from across all government departments. It launched in April 2004 and currently has around ten million visits per month.

Users can access government services and directories online or find information on a variety of topics including money, employment, travel and education.