- Ogilvy & Mather has picked up the Central Office of Information's £2 million account to publicise the National Minimum Wage, due to be introduced in April.
O&M won the account without a pitch, although the Department of Trade & Industry did draw up a pitchlist last November, which included Abbott Mead Vickers.BBDO, BMP DDB and Young & Rubicam.
However, it is understood that with the furore surrounding the departure of former Trade and Industry Secretary, Peter Mandelson, the pitch process became delayed and the DTI subsequently appointed O&M to hurry things along.
The campaign is part of the Government's backing of basic minimum working standards. The push follows last summer's Working Time Regulation campaign, which was also developed by O&M after Mandelson personally appointed the agency.
Mark Tollitt, the DTI's senior publicity manager, said: "Broadly speaking the ads will target employers -- because they have to meet with the law -- and workers -- so they know their rights. It will also target particularly vulnerable groups for lower pay, such as women, some ethnic groups and younger people. School leavers need to be aware that there is a rate for them."
The rates, which will become law on 1 April, are: £3.60 an hour for those aged 22 or over, £3 an hour for 18- to 21-year-olds, and £3.20 an hour for workers aged 22 or over for the first six months of a job if they are receiving accredited training.