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ZenithOptimedia wins national minimum wage task

by Daniel Farey-Jones, Brand Republic 26-Sep-07, 11:00

LONDON - ZenithOptimedia has won the communications planning activity, after a three-way pitch, for a government campaign to raise awareness of changes to the national minimum wage.

The agency competed against Naked and Mediaedge:cia in a pitch run by COI on behalf of the recently created Department for Business, Enterprise and Regulatory Reform, formerly the Department for Trade and Industry.

The national minimum wage will increase to £5.52 an hour for adults aged 22 or over; to £4.60 for 18- to 21-year-olds and to £3.40 for 16- to 17-year-olds. The increases to the minimum wage come into force on October 1.

The campaign will launch next month after the changes come into effect. The primary target audience is vulnerable low-paid workers, including new and recent migrants, and employers.

The campaign will highlight the new rates and the penalties of non-compliance, and promote HM Revenue & Customs' helpline as a source of advice and information.

A spokesman for DfBERR said: "The National Minimum Wage has been a huge success, and it's essential that we continue to inform people of their rights and responsibilities."