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