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The agency picked up the business following a statutory review that included the incumbent, Miles Calcraft Briginshaw Duffy, and Golley Slater.

The winning agency will work with the Directorate of Public Affairs to create awareness campaigns, the majority of which will target specific communities or other demographic sectors.

The media agency on the account is MediaCom.

The Met often uses non-broadcast media for its campaigns, in case high-profile TV work leads to fear of crime.

Stephanie Day, the assistant director of public affairs at the Met, said: ‘‘Our contract with MCBD expires at the end of this month and we asked COI to conduct a pitch process for us. During this process we were impressed by Abbott Mead Vickers' presentation and felt that strategically it was time for a change."