WDMP scoops Govt fraud brief - DecisionMarketing

The National Fraud Authority (NFA) has appointed WDMP as lead creative agency to devise twin consumer and business campaigns to help raise awareness of the Government’s Action Fraud service.
It is estimated that fraud costs the UK economy up to £73bn a year, and Action Fraud provides a central point of contact for information about fraud and financially motivated Internet crime.
For the consumer brief, WDMP is creating and implementing a digital ad campaign which aims to establish prominence around transactional websites, the Google Display Network and YouTube ads as well as directing traffic to the Action Fraud website.
The target audience for the campaign is broad as people can report any type of fraudulent activity, from ticketing scams and identity fraud to phishing scams. The first campaign will focus on reaching people who are transacting online or searching for fraud terms specifically.
For the SME campaign, WDMP will also be focusing on digital advertising with strong messaging around how Action Fraud’s services can help businesses take control of their own fraud prevention. The campaign will direct businesses to the ‘Know Your Business’ pages of the Action Fraud website where they’ll find all the help they need to either report or prevent fraudulent activity and identify where they may be at risk.
Fraud is an all too real threat to Britain’s SMEs with 37% of them experiencing some level of fraud-based crime in the last 12 months.
NFA marketing and communications manager Ryan Adams said: “Fraud is not a victimless crime, and the effects of fraud can be devastating, robbing individuals and businesses of their money.
“Action Fraud provides up-to-date advice to help protect people and businesses from fraud, and takes fraud reports on behalf of the police as the national reporting centre. The creative strategy of WDMP enables complex messages to be communicated to our target audiences in a relevant and impactful way.”
WDMP chief executive Gavin Wheeler added: “Action Fraud is an invaluable service and this activity is designed to boost its profile and raise awareness of fraud issues. Our campaign approach for both consumer and SME audiences will ensure that recognition of Action Fraud’s services will be built where it is most needed.”
The appointment will come as some comfort to WDMP, as it is understood to have been on one the scores of agencies which failed to secure a place on the Government’s new creative framework. It won the work as the agency is still on the old COI digital roster, although it is not known whether this will be replaced by the new framework.