Mantra's brief is to win interest for the scheme among national media and beyond the technology and government-related press.
Managing director Lawrence Dore said: ‘Initially we will concentrate on raising awareness of the Digital Challenge Competition, where local government submits entries to win funding for projects that bring technology to the wider community. Then we will run an ongoing campaign based around the issue of social exclusion through regional roadshows and national press briefings.'
Mantra won a six-way agency battle for the brief. Incumbent Fuse did not repitch for the business, believed to be worth less than £100,000. The Department for Communities and Local Government, which is behind the strategy, decided the project needed a ‘change in direction', said Fuse director Blaine Hammond.
Mantra is understood to have seen off Firefly Communications, Octopus, Media Strategy, Mango and August. One Communications.