Engine to handle government's 'Prepare For Brexit' campaign

Engine to drive government's 'Prepare For Brexit' campaign

Engine has been selected to lead the UK government’s upcoming Brexit advertising campaign.

The agency will help deliver the government’s ‘Prepare For Brexit’ campaign, informing businesses and the public what to expect when the nation is expected to leave the European Union October 31.

It is unclear what message the agency - which was behind Santander and Warburton’s latest ad pushes - will deliver in the reported £100m campaign. It comes after new prime minister Boris Johnson claimed he will extend the negotiation period by a further two years.

An Engine spokesperson confirmed to The Drum that it has been awarded the brief but declined to comment further.

The Times referred to the drive as the “biggest government-funded PR campaign since the Second World War” – ironically using the ‘Europe Open for Business’ which ran in 1988 when the UK joined the EU as a template.

News emerged earlier this week that PM Boris Johnson was preparing a campaign to prepare members of the public for a ‘No Deal’ Brexit. It will reportedly run on billboards, TV and radio, sharing messages of positivity about Britain’s future.

Johnson has run more than 500 varying ad campaigns on Facebook since taking power. Rowland Manthorpe, technology correspondent at Sky News, suggested the campaign was part of a bigger move to gather data ahead of a potential general election (a move Johnson has already ruled out).

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