The one-year account was won following a pitch against The Forster Company, along with Kinross and Render. It is the first time an agency has been asked to work on the event – previously, communications support was provided by the Home Office, working with the relevant NGOs.
The agency will work alongside the Holocaust Educational Trust, whose director Karen Pollock, said: ‘The main challenge for the communications will be to make an event that happened 60 years ago relevant to young people today.’
‘It is also about getting people to learn the lessons of the past, rather than just knowing about the day,’ she added.
The work will mainly involve media relations in the run-up to the event, which takes place on 27 January.
Agency account director Robert Blevin said: ‘We will be trying to encourage thought and debate, with some strong visual ideas.
‘Our work is also about helping to position the day as an established part of the calendar,’ he added.
Communications will also set the background against which a new trust is to be created next year, to run the day in the future.
The Home Office is yet to announce which city will host the main activities relating to this year’s event. Last year Edinburgh ran the event, which was themed Children and the Holocaust.
This year’s theme – From Holocaust to Rwanda: lessons learnt and lessons still to learn – has been chosen to help give the event a more contemporary feel.
The agency will report to policy adviser in the Home Office faith communities unit Chris Rees.
The account will be run jointly by Blevin and executive director Janet Rafferty.