Good Relations won the account after a five-way pitch against incumbent Colman Getty, Lexington Communications, Twelve Consultancy and Christow Consultants.
EFA comms and marketing manager Rachel Krys said that Colman Getty had lost the account after eight years because after EFA spun off from Age Concern last year, its needs had changed. ‘Colman Getty was excellent, but we now need to ensure our messages to the media, government and opinion leaders are uniform. Good Relations offers that combination,’ said Krys.
The EFA will spearhead a strategy to shape new legislation to outlaw age discrimination that comes into force in 2006, and work to ensure that the future Commission for Equality and Human Rights – currently being formed – meets employers’ needs.