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

OgilvyOne.



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

paper.’



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

said.



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

communications.



This article was first published on campaignlive.co.uk

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