MG OMD nets £75m anti-obesity media

Ian Darby Campaign 15-May-08, 07:00

LONDON - The Department of Health has appointed Manning Gottlieb OMD to handle communications planning for its £75 million anti-obesity drive.

The agency captured the business following a pitch through COI against Carat, Mediaedge:cia and Naked Communications.

A decision on the creative is expected this week after a pitch between M&C Saatchi, VCCP, Abbott Mead Vickers BBDO and Wieden & Kennedy.

A direct marketing pitch between Craik Jones Watson Mitchell Voelkel, EHS Brann, Partners Andrews Aldridge and Tullo Marshall Warren is ongoing.

MG OMD has been hired after an announcement in January that the Government wanted to create a new
"social movement" similar to Make Poverty History in a bid to tackle the growing problem of obesity.

A budget of £75 million was set aside for the next three years, but the Government will also consider input from sponsors.

Comments

JULIAN BRAY - 14/06/2008

I think the government can save the money and simply slap a tax on fast food restaurants, fizzy drinks and pre packaged microwave meals. In fact any processed food which is the fast road to obesity. Reintroduce domestic science with proper cooking lessions and free school milk. Its not going to happen though, as the minister involved would be denied a media sound bite and 2 minutes of fame during the televised press conference. The campaign will run reseach carried out heralding the success of the "iniiative" then all will be forgottten. Alternatively give me the £5 million ( and my knighthood- for some reason overlooked this year Maaam) I'll take a bus load of obese Brits to Darfur along with £5 millions worth of food aid. ....far greater PR impact and we might even save a few lives as well...