The retention follows a tender issued by the Met Police in November last year ahead of a review process. Carat and Manning Gottlieb OMD were also involved in early stages of the review.
MediaCom is a longstanding incumbent on the account, which is worth up to £20 million in billings over the next four years. It has held the business since it won the consolidated account in 2001 and successfully defended it in 2006.
The agency, which has won awards for its work on the account including the 2007 Grand Prix at the IPA Effectiveness Awards, has been handed the contract for an initial term of three years, with the option to extend it for a further 12 months.
Funding for the account is split between HR People Services and the Directorate of Public Affairs for the Metropolitan Police Service. The DPA requirement focuses on campaigns tackling issues such as counter-terrorism, gun and knife crime, domestic violence and community policing. The HR requirement focuses on recruitment campaigns.
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