HM Customs picks ZenithOptimedia and PHD for planning

by Mark Banham, Brand Republic 31-May-06, 08:30

LONDON - HM Revenue & Customs has selected PHD and ZenithOptimedia, following a pitch managed by the Central Office of Information, to develop communication strategies.

The two agencies were understood to be pitching head-to-head for the planning business, but with no clear winner, the two agencies will work alongside communications planning agency Naked to construct specific campaigns as part of the HMRC brief.

PHD will focus on: communicating with small- to medium-sized enterprises for PAYE, corporation tax and VAT; a helpline for newly self-employed people; and the construction industry scheme.

ZenithOptimedia will concentrate on: raising awareness of issues including illegal meat, illegal fuels, smuggling, and alcohol; and strategy projects including duty stamps and self-assessment.

Naked will continue to handle campaigns aimed at individuals, such as Tax Credits and Child Trust Funds.

Simon Vessey, head of marketing at HMRC, said: "We decided to consolidate our communications planning agencies after holding the pitch. The agencies were selected on the strength of their planning proposals to engage our target audience and influence behaviour. We look forward to working with them."

ZenithOptimedia and PHD were retained on the COI planning roster when it was overhauled in February this year. The COI's planning roster now encompasses 14 agencies.

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