Govt finalises £140m media buying shortlist

Omnicom Media Group is among those shortlisted for the Government's £140 million media buying business, currently handled by WPP's dedicated agency M4C.

Change4Life: Govt campaign
Change4Life: Govt campaign

Omnicom joins a shortlist that includes M4C, which won the business in 2010, Dentsu Aegis Media and ZenithOptimedia. The result is tabled for the first week of September.  

Meanwhile, Havas Media has pulled out of the pitch amid suggestions it lost faith in the process after a frustrating experience in the Government’s planning review.

The media buying account includes all government media campaigns, both domestically for bodies such as Public Health England and the armed forces, and abroad for VisitBritain. 

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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