Red won the account, which runs until March 2005 and has a budget of £250,000, following a three-way pitch managed by COI Communications. It was against Consolidated Communications and Edelman.
Work will centre on briefings with motoring correspondents across national newspapers, magazines and broadcast media. A COI spokeswoman said: ‘There is a huge audience that needs to know about this, along with stakeholder groups such as the police, car dealers and motoring organisations.’
The rule changes take effect from January 2004 and include targeting of car owners who fail to renew car tax, and the introduction of a parking ticket-type fine of up to £80 for late payers.
It is expected the new laws will lead to a reduction in other offences such as car dumping, uninsured drivers and vehicles without an MOT.
Red will report to DVLA deputy programme manager Jeff Munford.
Red director Ed Staples said: ‘Our job is to make sure that the bloke on the street thinking of skipping paying car tax will not do that. The second part is to put the law change into the wider context of the Government’s battle against car crime.’