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
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