The cabinet office has named RKCR/Y&R as lead strategic and creative partner for the GREAT Britain campaign, which “unites government departments in promoting Britain oversees.”
Last summer RKCR/Y&R won a GREAT tourism initiative working with Visit Britain, developing the “Sounds of GREAT Britain” campaign. Apparently the campaign impressed the Cabinet Office, and now the agency will partner with central GREAT Cabinet Office “to grow the brand, develop increased and deeper relationships with supporting brand partners and to evolve the GREAT campaign.” RKCR/Y&R will be tasked with creating an extended multi-disciplinary team to deliver brand and digital strategy, develop and manage partnerships, secure talent and drive PR.
“We are honoured to be supporting the GREAT team in developing this fantastic and ambitious brand and be able to reinforce our commitment to marketing British brands here and overseas,” said Vicky Jacobs, managing sirector, RKCR/Y&R.