The World: Washington DC - Census brief fails to spark agency interest

The brief to promote the US government's 2010 census has met with a lukewarm response from agencies because of its complexity and short-term nature.

The US Census Bureau plans to spend between $250 million and $300 million over a three-year period in order to boost public participation.

However McCann Erickson, Leo Burnett, DDB, Ogilvy & Mather, Grey and the Martin Agency are among the agencies no longer contesting the account. The pitch is now likely to be between Young & Rubicam, which handled the business in 2000, JWT, DraftFCB and Campbell-Ewald.

Creative work will be required in many languages and the Census Bureau has asked that 40 per cent of the account be handled by businesses owned by women and people from ethnic minorities.