INLAND REVENUE TO CONSIDER NAME CHANGE

IN a latest attempt to revamp their image, the Inland Revenue is considering a name change.

In an effort to be seen as more user-friendly and less forbidding, the government department has embarked upon a new communications strategy and has recently appointed Ian Schoolar from NatWest as its first ever marketing director.

Since New Labour came into power in 1997, the Revenue has taken on new roles, with a dual function as a tax collector and cash dispenser. The Department of Social Security, now the Department of Work and Pensions, has had many of its powers transferred to the Inland Revenue, as benefits have been replaced by a series of credits administered through the tax system.

The Inland Revenue recently ditched their cartoon character Hector, who featured in their advertisements, stating that they felt he didn’t reflect its image today. The bespectacled, braces-wearing, pinstripe-suited Hector failed to reflect, the appropriate image of a diverse government department which is the standard bearer for equal opportunities in Whitehall.

The Inland Revenue has employed top ad agency M&C Saatchi to be in charge of its updated and revised communications strategy.

A new £5.5 million advertising campaign, featuring the madcap housekeeper Mrs Doyle from the ‘Father Ted’ series now fronts the appeals for people to return their self-assessment forms on time.

The move to rename as a communications strategy was also recently employed by The Post Office. The Post Office has been renamed Consignia in an effort to underline its determination to be a major player in the global distribution market. While its corporate identity is immediately recognisable in the UK, the company faces a tougher time in the international market where it is often difficult to find a corporate name that stands out from the competition. However, the brands of Royal Mail and Parcelforce Worldwide, and the network of Post Office branches remain unaffected by the change of corporate identity. (AMcE)