Finance regulator awards £960,000 PR deal

The Financial Conduct Authority (FCA) has set up a framework agreement including public relations work valued at £960,000.

The FCA has run campaigns including its ScamSmart pensions activity
The FCA has run campaigns including its ScamSmart pensions activity

M&C Saatchi Public Relations, Kindred Agency, Lansons and The Red Consultancy have been appointed to the roster for PR work following a tender process involving 11 agencies.

Andrew Whyte, director of comms at the FCA, told PRWeek: "Our new communications framework will deliver value for money, while at the same time giving the FCA access to a wide range of high-quality, specialist suppliers.

"These suppliers will continue to build on successful campaigns such as ScamSmart and the PPI complaints deadline, as well as helping to plan and deliver some of our future communications priorities and campaigns."

Recent projects from the FCA include the ScamSmart campaign, in collaboration with The Pensions Regulator, which aims to stop people being scammed out of their retirement funds. It includes PR activity delivered by M&C Saatchi, such as social media and dedicated events, as well as press releases to media, TV and radio ads.

Chris Hides, global managing director at M&C Saatchi Public Relations, said: "We are currently working on a number of campaigns for the FCA and look forward to continuing our partnership as part of the new framework.

"The FCA is a flagship client for our agency, offering us the opportunity to develop campaigns, like ScamSmart and PPI, that effect genuine change and deliver tangible impact."

The four-year communications framework covers a total of six lots, including the PR lot, and has a total value of more than £23m, including media planning and buying.

Lansons has also previously worked with the FCA, when the agency advised the organisation prior to its campaign reminding customers of the deadline for claiming compensation for mis-sold payment protection insurance (PPI).

Tony Langham, chief executive of Lansons, told PRWeek it was positive news for the agency. The number of team members dedicated to the client "depend on the project or type of work", he added.

The first campaign under the new framework, for PPI, is going to be delivered by Kindred, the FCA told PRWeek, though details of its launch are yet to be finalised.

Katie Holl, client service director at Kindred Agency, said the team was "thrilled" with its appointment to the PR framework, along with its spot on the roster for partnership marketing and creative advertising projects.

"Our brief is to create and implement campaigns that deliver effective, targeted behaviour change," she added.

In addition to the FCA, other bodies including the Bank of England, Prudential Regulation Authority, Payment Systems Regulator, Financial Services Compensation Scheme, Financial Ombudsman Service, and The Pensions Regulator may use the framework.

"The FCA is in place to ensure fairness for everyone, but getting people to pay attention to financial messaging can be an issue, so we’re aiming to work on stand-out creative campaigns which ensure the nation takes notice," said Emily Morgan, consumer managing director at the Red Consultancy.

A £3.36m stream of the framework covers creative, with Kindred Agency, Engine Group and M&C Saatchi appointed from 14 bidders to carry out development and delivery of advertising and marketing, creative development and production services for all digital and offline channels.

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