Govt media overhaul saves public pounds 23.7m

By Our Parliamentary correspondent, campaignlive.co.uk, Friday, 31 July 1998 12:00AM

A shake-up of the Government’s media buying has helped save taxpayers pounds 23.7 million, according to new figures drawn up by the Central Office of Information.

A shake-up of the Government’s media buying has helped save

taxpayers pounds 23.7 million, according to new figures drawn up by the

Central Office of Information.



It claims Whitehall departments obtained a media value of pounds 72.7

million from an actual spend of pounds 49 million in the financial year

which ended in March. The 32.6 per cent saving was the highest achieved

by the COI and followed last year’s review in which MediaVest won its TV

and press buying and Carat landed its radio purchasing.



In the current year, the ad budget is expected to return to around the

pounds 70 million mark. Peter Buchanan, the COI’s director of marketing

communications, said: ’In the first two months of this financial year,

turnover was significantly ahead of last year.’



Some agencies on the Government roster believe the COI over-hypes the

financial benefits claimed from its centralised buying system. ’The

alleged savings are rather Mickey Mouse,’ one chief executive said.

’Most agencies could achieve such discounts on rate-card.’



But COI bosses insist its figures are based on average prices in the

industry and are backed up by separate independent audits. They claim

agencies have a vested interest in undermining the figures, since they

would earn more money from the Government if buying were handled by

individual agencies rather than centrally.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs