MINNEAPOLIS—Weber Shandwick has been selected to lead the U. S. Department of the Treasury’s national campaign promoting direct deposit for recipients of Social Security and other federal benefits. The account will be led by the agency’s Minneapolis office, which recently completed a successful six-month campaign pilot.
The “Go Direct” campaign will use an integrated approach that combines grassroots outreach with media relations, Web relations, advertising and direct mail to increase the number of Americans using direct deposit to receive their federal benefit payments. In addition to the Minneapolis office, the campaign will involve Weber Shandwick offices in Chicago, Dallas, Los Angeles and Washington, D.C., and three sister agencies within the Interpublic Group of Companies: Sawyer Miller Advertising, KRC Research and multicultural public relations firm, Axis Agency.
Weber Shandwick’s team will be co-led by Barb Iverson and Nancy Longley, who head the Minneapolis office’s financial services and healthcare practices, respectively.
The Minneapolis office has previously led efforts to encourage electronic filing of tax returns on behalf of the Internal Revenue Service.