Metropolitan Police shortlists agencies for £6m media task

LONDON - The Metropolitan Police is understood to have shortlisted incumbent MediaCom along with Starcom and PHD for its £6m media planning and buying account.

The original eight-agency shortlist, drawn up in July for the brief, consisted of MediaCom, Carat, MindShare, ZenithOptimedia, PHD, Starcom, TMP Worldwide and Mediaedge:cia, but has now been cut down to a final three to contest the pitch. 

The final round of presentations are due to take place on November 15. 

Activity for the brief includes promotional campaigns within the London metropolitan area and recruitment advertising for candidates to join the force breaking in London and across the UK.

The contract, presented through government tender boby OJEC, will mean the winning agency will be appointed for three years with an option to extend by two periods of a further 12 months.
 
Metropolitan Police uses a variety of media channels including television, press, radio, outdoor, cinema and ambient media. It has also moved into targeting younger audiences with SMS and viral email activity.

According to the original brief, the agency must be able to demonstrate an ability to target "hard to reach" groups such as teenagers and ethnic minorities.

Recent campaigns have included anti-gun promotions for Operation Trident, an anti-drug campaign entitled "Crackdown", and the Safer Neighbourhood initiative.
 
Metropolitan Police will also task the winning agency with a "strategic aim" to move 60% of its recruitment advertising online over the next few years.

The Metropolitan Police said it was not policy to confirm agency shorlists.

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