Magazine article Marketing

Pitch for Key COI Job

Magazine article Marketing

Pitch for Key COI Job

Article excerpt

The Central Office of Information (COI) is preparing to call a pitch for the jewel in the government's advertising crown: the flagship Welfare to Work scheme, designed to drastically reduce the number of young unemployed.

The account, which is likely to be hotly contested by COI's roster agencies, is a key part of the government's legislative programme and is likely to be seen as one of the most significant public information campaigns of recent times.

It is understood that the campaign, which will include national TV, will target both the unemployed and private companies. The ads will aim to encourage private companies to take on the young unemployed as trainees, and persuade the unemployed that it is worth participating.

The multi-million pound account is expected to be put out to tender over the next few weeks to the COI's recently rationalised roster, which includes Abbott Mead Vickers BBDO, M&C Saatchi, Saatchi & Saatchi, BMP DDB, Young & Rubicam, DMB&B, Euro RSCG Wnek Gosper, J Walter Thompson, Ogilvy & Mather, Ammirati Puris Lintas, Rainey Kelly Campbell Roalfe, Leagas Shafron Davis and Leo Burnett. …

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