Passport Service hires Alan Gilmour to market ID cards
Alex Brownsell writes in Marketing Magazine:
The Identity and Passport Service (IPS) has appointed former Lloyds TSB marketer Alan Gilmour to the new position of director of marketing and customer insight. He will head a high-profile drive backing its identity card scheme.
The first task for Gilmour, whose most recent role was as marketing director at Heritable Bank, will be to conclude an ad agency pitch for the COI for the ID card activity. Abbott Mead Vickers BBDO, CHI & Partners and VCCP have pitched for the business.
Gilmour will also oversee product development across passport and ID card services.
The IPS will launch a major campaign later in the year intended to convince people that ID cards will boost security.
March 10th, 2009 at 21:18
Dear Alan: here’s your customer insight: we don’t want the bloody things.
Don’t know how much will be spent on deep dive analytic systems to try to prove the opposite.
March 11th, 2009 at 09:57
In a perverse kind of way I can’t wait to see how you market something which has no real benefit to the consumer and costs £30 every 10 years (aside from the obvious intrusiveness of the things)
Will he go for:
“ID cards – they’re rad, they’re cool, they’re pink”
“Terror, death, dismemberment protect yourself with a piece of plastic”
or just
“ID cards – not as bad as maybe you think”
March 11th, 2009 at 19:51
How about — id cards? have one now or we’ll put the chip in your neck later.