Fitch London will present final creative concepts next month to reposition the Advisory, Conciliation and Arbitration Service as the Government-backed agency moves to shake off its 1980s image and show the breadth of its offer.
A fresh identity and revamped tone of voice are the main elements of the brief, with Fitch London working in collaboration with COI Communications, the Government’s in-house creative and media advisor. A name change has already been ruled out.
Acas is perhaps best known for mediating high-profile industrial disputes, such as last year’s Fire Service strike. However, a spokeswoman points out this is only a ‘minor part’ of the organisation’s current role.
‘We do a lot of advisory work with companies across the board. The design is about ensuring we stay fit for purpose for the 21st century,’ she says.
‘[Our approach is] prevention is better than cure. If employers get it right in the first place, there will be fewer problems later.’
With employment law changing rapidly, Acas wants to present itself as a ‘provider of workplace solutions’. Among its ‘suite’ of services is a national telephone helpline, giving impartial, independent advice to both employers and employees.
Fitch London client director Philip Mann says, ‘A change of both internal approach and external perceptions is needed to maximise and promote Acas’ many areas of expertise. Acas needs to see itself, and be perceived, as a major player in the business advice arena, especially [with] SMEs.’
Acas is a non-departmental Government body, reporting into the Department of Trade and Industry.
Fitch London was appointed after a four-way pitch in March.