RKCR/Y&R scoops fire safety ad brief

LONDON - The Department of Communities and Local Government has appointed Rainey Kelly Campbell Roalfe/Y&R to its £4 million Fire Kills fire safety account.

Fire safety...RKCR/Y&R takes ad account
Fire safety...RKCR/Y&R takes ad account

The agency beat Farm, Wieden & Kennedy and Lowe London to the business after a December pitch process.

The brief focuses on fire safety and it is understood that the next campaign will take the same vein as previous ads, which urged people to test their smoke alarms regularly to prevent deaths at home.

Tony Harris, Deputy Chairman of RKCR/Y&R adds: Fire Safety is one of the most compelling public service messages and deserves great work.  We’re truly excited about the possibilities of the brief and look forward to the challenge of helping continue to improve fire safety across the country.

The incumbent, Euro RSCG London, did not repitch as it is no longer on the COI roster.

Its last fire safety TV campaign, "pull your finger out", supported the Government's publicity campaign, Fire Kills, and ran over Christmas.

It featured the actress Julie Walters, who urged viewers to test their fire alarm before it is too late, while standing in a burnt out kitchen.