OgilvyOne has landed the entire Department of Health direct and digital account, worth an estimated £50m, following a controversial pitch which was criticised by many of the agencies which took part.
The move sees Proximity London, Partners Andrews Aldridge, DraftFCB and Kitcatt Nohr Digitas lose out after an initial 30 shops were invited to a briefing.
Some 15 shops were then shortlisted, before the five were invited to the final pitch.
However, the pitch was not without its issues, with some agencies contacting DecisionMarketing to brand the process a shambles. One even claimed that the client team “don’t know their arse from their elbow”.
The review was run separately from the current Government Procurement Services (GPS) pitch – itself beset by delays and widespread confusion.
The decision to consolidate into a single agency is part of the department’s efforts to create efficiencies. OgilvyOne will now handle all direct and digital activity across initiatives including the Change4Life fitness and healthy eating campaign, as well as a dementia awareness drive.
The appointment draws to a close a number of agency relationships. Other than Kitcatt Nohr (responsible for the ‘Minging teeth’ campaign, pictured) and Partners, the DoH roster used to include CMW, EHS 4D, and Iris.
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