AMV BBDO awarded advertising contract for Identity and Passport Service
10 March 2009
Abbot Mead Vickers BBDO has won the contract to develop campaigns for the Identity and Passport Service (IPS) as its long-term strategic advertising agency, it was announced today.
Working across the agency's entire area of work, including ID cards, passports and the General Register Office (GRO), the contract is set to last three to four years.
The agency was appointed following a three-way pitch organised by the Central Office of Information (COI) against CHI & Partners and VCCP.
James Hall, IPS Chief Executive, said:
"IPS needs an agency to support the development of a creative strategy targeting a variety of audiences across all our work, including the National Identity Service.
"Abbott Mead Vickers BBDO has shown a high degree of creativity and some excellent long-term strategic thinking. We are delighted to welcome them on board."
The agency will now help develop a creative approach that will fit across the full range of existing and future activities IPS is planning, including work on:
- passport applications for first time applicants and renewals;
- the Passport Validation Service (a B2B service verifying the use of passports for proof of identity);
- the National Identity Service, including validation services based upon data held on the National Identity Register; and
- services provided by the GRO related to ancestry and family heritage.
Ian Pearman, managing director of AMV BBDO, said:
"We're over the moon to be working with the Identity and Passport Service. This contract provides AMV BDDO with the opportunity to work on one of the most exciting accounts in Government communications.
"We hope to use our expertise and experience to bring insightful and creative strategic direction to IPS' advertising across all its services."
Notes to Editors
- IPS is currently developing its communications plans during the term of the contract and marketing and advertising spend has not been set. AMV BBDO will be remunerated in line with the COI framework agreement. They will not be paid a retainer, but will take a commission from the advertising spend IPS places via COI.
- The Identity and Passport Service (IPS) was established as an Executive Agency of the Home Office on 1st April 2006. The Agency builds on the strong foundations of the UK Passport Service to provide services such as the British passport, ID cards and the General Regster Office.
- The National Identity Service will be delivered over the next three years:
- from 25 November 2008 UKBA began issuing compulsory identity cards to foreign nationals who come here to work or study;
- from Autumn 2009 we will start issuing mandatory identity cards for airside workers - starting with an 18 month evaluation at Manchester and London City airports;
- in late 2009 we will offer a small number of volunteers the chance to enrol for the first identity cards;
- from 2010, starting with young people, we will begin offering identity cards on a voluntary basis to anyone who will benefit from them in their daily lives; and
- from 2011/12 identity cards will roll out to the wider population on an entirely voluntary basis.
- By the latest estimates the National Identity Service will cost £4.7bn over ten years to deliver. Approximately 80 per cent of this cost will be used to run IPS and deliver upgraded biometric passports, the remainder will deliver ID cards. The latest cost report can be found at: www.ips.gov.uk/identity/publications.asp