PHE, which last year hired a new comms chief, runs campaigns including Stoptober, Change4Life and Smokefree.
Like other Government bodies, it is obliged to regularly reappraise its agency relationships. Freuds had last been reappointed to the consumer engagement comms brief in 2014. At this point it was not on the Government’s comms rosters and so had to be brought onto the account as a sub-contractor to the creative agency M&C Saatchi.
Freuds has worked with the body since its inception, and before that had also done similar public health awareness work with the Department of Health.
The 27 agencies on the Campaigns Solutions roster have been asked to provide proposals for the brief by Monday (21 August). PHE has not provided guidance on cost, but will ask agencies to suggest what budget they would require.
Pitches will take place in late September.
Freuds’ potential rivals include PR firms Grayling, Freshwater, Munro & Forster and Kindred, as well as networks Ogilvy & Mather, Havas, MHP owner Engine and M&C Saatchi. The roster was announced at the end of last year, and the firms on it can expect to do work totalling £350m over the framework’s four-year course.
M&C Saatchi’s above-the-line and creative briefs are not affected.
In 2016, Freuds lost its longstanding major brief with Asda, but still had one of the strongest years in its 31-year history.
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