NEWS: FD reaps the benefits of new payment plan

Financial Dynamics has notched up its biggest ever corporate account by landing the PR brief for the revolutionising of the UK benefits payment system.

Financial Dynamics has notched up its biggest ever corporate account by

landing the PR brief for the revolutionising of the UK benefits payment

system.



The agency has been signed by ICL Pathway, the ICL-led consortium hired

by Post Office Counters and the Benefits Agency in May, to develop and

install a computerised payment system.



Under the new method, 20 million benefit recipients who are now paid

with vouchers will be able to claim payment via personal smart cards at

20,000 post offices nationwide.



ICL Pathway, which is responsible for educating benefit users and post

office staff about the new system, has recruited FD as a communications

‘sub-contractor’.



FD is believed to be providing strategic advice and implementing parts

of the communications programme, including media relations. The PR spend

is likely to be substantial: ICL Pathway’s advertising agency McCann-

Erickson is thought to be working with a pounds 6 million budget.



The account is FD’s first major corporate win since former Golley Slater

PR London managing director David Lloyd joined the company in May, as

its first director with a specifically corporate brief.



The new payment system, due to start its two year roll-out this autumn,

is intended to be more efficient and offer better protection against

fraud. The first payment to be switched over will be child benefit.



FD declined to comment on the account and, as PR Week went to press, no-

one was available at ICL Pathway.



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