The Home Office and Department of Health, which are heading the campaign, are in exclusive talks with the agency after a three way pitch through the COI. The multimillion-pound activity is expected to launch in the autumn as the government seeks to demonstrate that t is clamping down in Britain's drinking culture.
United London saw off competition from Mother and RKCR/Y&R, which late last year created an outdoor campaign for the Home Office warning of on-the-spot penalties for drunkenness. Naked has been appointed to the communications planning brief.
The COI had called the pitch in November, but it was shelved before Christmas after the DoH froze all new expenditure.
The Home Office confirmed it was in talks with one agency, but had not decided whether to appoint it.
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