Once upon a time, having a car account was a badge of merit amongst agencies. Not so recently, as that sector hit the credit crunch doldrums. Car sales fell by almost a third in March this year compared with last year.

But you can bet every agency in the land with automotive business will be burning the midnight oil in the run up to Wednesday's budget, preparing DM that capitalises on the much-anticipated 'scrappage' or 'cash for bangers' incentive to buy a new car.

Assuming this measure actually materializes.

But Treasury briefings to media organisations suggest that it will.

The idea is that buyers will be entitled to a £2,000 discount on a new car if they scrap their old (nine or ten years old, at least) one.

The scheme, billed as an environmental measure because new cars are more fuel-efficient, is intended to throw a lifeline to Britain's ailing motor industry. But it's also a fillip for DM agencies.

Let's remind ourselves of which agency has what account:
Wunderman – Jaguar, Land Rover and Ford
Kitcatt Nohr Alexander Shaw – Lexus and Toyota
Publicis Dialog – Renault
DraftFCB – Vauxhall
CMW – Peugeot
TMW – Nissan Europe
LIDA – Mini
Hicklin Slade & Partners – Honda
Partners Andrews Aldridge – Rolls Royce

Other than Rolls Royce and vintage car owners, many proprietors of older cars are likely to be lured by such an incentive.

I hear of digital Flash ads being feverishly prepared by agencies for their car clients, ready for updating at a moment's notice if Chancellor Alastair Darling announces the measure, sometime between 12.30 and 2pm next Wednesday.

That immediacy is the beauty of digital. Let's face it: such direct responsiveness would have been hard with direct mail.