The agency will be tasked with selling the Government's controversial ID card to the public. The appointment of the multi-million pound account follows the arrival at IPS of the former Lloyds TSB marketer Alan Gilmour in the new position of director of marketing and customer insight.
AMV BBDO will be remunerated in line with the COI framework agreement. The agency will not be paid a retainer, but will take a commission from the advertising spend IPS places via COI.
AMV 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.
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.
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