Public Health England launches digital and direct advertising review

Public Health England has confirmed it is reviewing its digital and direct advertising in a process managed by the Crown Commercial Service.

The statutory review is set to be completed by April and could mark a change in the government agency's approach to comms. Currently, its digital and direct account is handled by OgilvyOne, which won the brief in 2012, reports Campaign.

OgilvyOne's win represented the first time the Department of Health had consolidated the business with a single agency. It retained the contract after the Health and Social Care Act came into effect in 2013, resulting in the creation of Public Health England.

In its work with the government body, the agency has pioneered a move away from focusing on sporadic bursts of activity coinciding with specific dates such as the new year, instead implementing more of an always-on approach to marketing and comms.

Public Health England brings together public health specialists from more than 70 organisations, including the former Health Protection Agency, and is responsible for running nationwide campaigns such as Change4Life.