Metropolitan Police appoints new agency as it looks to rebuild reputation

The Metropolitan Police has appointed a consortium including conversion agency Unlimited and creative shop Pablo to act as its agency partner following a competitive pitch process.

Unlimited and Pablo will now look to support The Met as it embarks on re-building trust with communities following a series of high-profile scandals such as Sarah Everard’s murder and being declared institutionally racist, misogynistic and homophobic by the Casey report.

The lucrative, £4m two-year contract (with option to extend for further two) will see the consortium help the service in their pledge to deliver ‘More Trust, Less Crime and High Standards’.

Unlimited and Pablo will also assist the Met in rolling out its ‘A New Met for London’ plan, which will aim to recruit more officers from diverse backgrounds improving culture and standards, and fixing structural issues.

“Our work can be challenging, but it is incredibly rewarding. We were looking for a partner with creative excellence to join us at this crucial stage,” Metropolitan Police Service head of campaigns and marketing, Stephanie Day said.


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“We were impressed by Unlimited & Pablo’s ability to listen, push creative boundaries, and uncover insight. We believe the team share our passion of bringing about change and making London a safer place for everyone.”

The contract will also cover a series of anti-knife crime campaigns that will seek to change behaviours and reduce the issues in targeted areas of the city. The consortium’s first campaign for the Met is expected be a recruitment drive.

This latest win adds the Met to Unlimited and Pablo’s growing government portfolio, which also includes by the Department for Science, Innovation, and Technology, the Cabinet Office and HMRC.

Pablo joint managing director, Harriet Knight added: “Working with the Met offers such a unique opportunity to create campaigns that truly affect the lives of Londoners and play an integral part in keeping the public safe.

“We loved the client’s ambition and shared the same passion to create work that makes a real difference. As soon as the brief landed, we knew it was right up our street. Words such as “innovative”, “best in class” and “standout creativity” are exactly what any creative agency wants to hear, particularly from an organisation that has such a strong heritage in delivering work that drives change.”

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