Unlimited and Pablo scoop Metropolitan Police task

met policeThe Metropolitan Police Service has appointed Unlimited and Pablo following a competitive pitch against agencies on the Government and public bodies framework, with a brief to drive home its pledge to deliver “More Trust, Less Crime and High Standards”.

The two agencies have worked together on a number of Government departments, including the Department for Science, Innovation & Technology, the Cabinet Office and HMRC.

They claim they saw off the competition this time due to the combined strength of their creativity, strategic thinking, breadth of capability, and collaborative style.

The agency consortium will also work on the New Met for London plan, which aims to transform the police force through crime fighting, improving culture and standards, and fixing structural issues.

Unlimited and Pablo will be responsible for developing campaigns to connect with a wide range of audiences. An important component of improving levels of trust in the Met is developing high-quality communication that connects with an array of important stakeholders.

The contract’s value is up to £4m and will run for two years (with an option to extend for a further two). It will cover the always-on recruitment campaigns for new officers, with a focus on attracting applications from a diverse group of people, in line with achieving the ambitions outlined in A New Met for London.

Additionally, there will be a range of behaviour change campaigns that seek to affect crime reduction in specific areas. The Met has previously won a raft of industry awards for work that has focused on knife crime reduction and tackling robbery. The first campaign is expected to be a recruitment drive.

Creative work will be underpinned by Unlimited’s Human Understanding Lab, which will play a pivotal role in using behavioural and data science to enable the Met to better understand and communicate with relevant audiences.

The extensive scope of the contract will run across Pablo and throughout Unlimited, including TMW Unlimited.

Metropolitan Police Service head of campaigns and marketing Stephanie Day said: “Our work can be challenging, but it is incredibly rewarding. We were looking for a partner with creative excellence to join us at this crucial stage. We were impressed by Unlimited and Pablo’s ability to listen, push creative boundaries, and uncover insight. We believe the team share our passion of bringing about change and making London a safer place for everyone.”

Pablo London joint managing director Harriet Knight added: “Working with the Met offers such a unique opportunity to create campaigns that truly affect the lives of Londoners and play an integral part in keeping the public safe. We loved the client’s ambition and shared the same passion to create work that makes a real difference.

“As soon as the brief landed, we knew it was right up our street. Words such as innovative”, “best in class and standout creativity are exactly what any creative agency wants to hear, particularly from an organisation that has such a strong heritage in delivering work that drives change.”

Related stories
Unlimited and Pablo scoop DSIT ‘innovation’ business
People’s Postcode Lottery hires TMW for loyalty drive
Itsu appoints TMW Unlimited as first ever CRM shop
Oak Furnitureland picks agency for brand evolution
Unlimited takes on B2B sector with dedicated agency
Splendid Unlimited staffs up after three account wins
Unlimited unleashes AI-driven insights platform, Luca