Unlimited and Pablo win HMRC 'caring, sharing' brief

HMRC is aiming to show a more friendly face to the tens of millions of British taxpayers who it takes money from following the appointment of a new agency duo, Unlimited and Pablo, in a competitive pitch.

The Unlimited and Pablo consortium saw off roster agencies based on the strength of their creative response and cultural fit after extensive pitch process through the Crown Commercial Service, the Government procurement service, HMRC said.

The contract, which runs for two years, marks one of the first wins out of the Government’s new Framework agreement.

The team will partner with HMRC to continue to develop its brand proposition and help deliver on its vision to be a more helpful and supportive brand that keeps its customers – in other words taxpayers – at the heart of everything.

The organisation is aiming to to continue to change from being perceived as “the taxman” to a modern service that supports and helps people.

As part of the brief, Unlimited’s Human Understanding Lab will provide a neuro, behavioural and data science offering.

The agencies will be responsible for all strategic and creative brand work as well as key campaigns, such as self-assessment and tax credits, effective immediately.

HMRC head of brand and campaigns at the Communications Directorate Jennifer Hepker said: “The Unlimited & Pablo team demonstrated exactly the blend of skills and experience we were looking for. They impressed us with their creative credentials; deep understanding of behaviour change; and genuinely collaborative approach. We are excited to start working with their team.

“Together we will bring to life our new brand proposition and deliver focussed marketing campaigns, supporting government priorities and communicating HMRC’s role as a trusted, modern tax and customs service with our customers at the heart of everything we do.”

In February, it was revealed that HMRC has almost tripled its yearly spend on data roles over the past five years.

From 2017 to 2021, HMRC’s estimated staff bill rose 192% from £4,244,879 to £12,414,306 with the number of data staff increasing from 139 to 354.