DIRECT NEWS: Govt reveals 20 roster agencies on direct list
By Our Parliamentary Correspondent, campaignlive.co.uk, Friday, 22 May 1998 12:00AM
The Government has drawn up a roster of direct marketing companies in a move to boost its capacity to run integrated campaigns.
The Government has drawn up a roster of direct marketing companies
in a move to boost its capacity to run integrated campaigns.
Twenty agencies have won a place on the direct marketing list. The
newcomers include HHCL & Partners, GGT Direct, Grey Integrated and
However, 15 direct marketing agencies were rejected during the Central
Office of Information’s review of its pounds 13 million-a-year direct
marketing business. These include six companies that had been on the old
list. The COI refused to name them.
The previous list did not contain any long-established through-the-line
shops but Peter Buchanan, the COI’s director of marketing
communications, said: ’We invited direct marketing agencies to supply
their integrated marketing credentials and I am very encouraged that 16
out of the 20 successful companies were able to demonstrate these on
Another 11 agencies were judged to have an integrated capability when
the COI reviewed its advertising roster last summer. ’Between the two
lists, we now have a good selection of integrated agencies,’ Buchanan
The COI rejected the idea of a ’super list’ combining both rosters on
the grounds that some campaigns will feature only advertising and others
solely direct marketing.
Meanwhile, the COI has finalised its first list of public relations
companies, following pressure from its clients in Whitehall departments
for more PR back-up for their advertising campaigns.
Twenty-six of the 43 companies that applied were approved, ranging from
large consultancies that are part of any advertising group to smaller
ones specialising in niche areas.
Buchanan said more than half the PR companies had their own in-house
evaluation systems but the COI expected to use independent auditors or
to design its own system in the coming months.
Whitehall rules prevent the use of PR consultancies for image building
and the new list is not part of Labour’s drive to improve Government
This article was first published on campaignlive.co.uk
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