Agency: Miles Calcraft Briginshaw Duffy | Author: Andy Nairn |
HM Revenue & Customs – Self assessment: how a change in advertising direction proved that tax doesn't have to be taxing
INTRODUCTION
In 2002, Marketing magazine described the Inland Revenue's Self Assessment task as “one of advertising's poisoned chalices”.1
However, four years on:
“The most irritating ads in the country”2 have been replaced by a highly engaging campaign.
Record numbers of people are now filing their tax returns on time.
Internet filing has risen more than twenty-fold.
Taxpayers increasingly believe that the Inland Revenue is changing for...