COI orders ad agencies to ’do better’

Agencies which work for the Government have been ordered to ’do better’ at coming up with new ideas and saving taxpayers’ money.

Agencies which work for the Government have been ordered to ’do

better’ at coming up with new ideas and saving taxpayers’ money.



The edict came from the Central Office of Information after it studied

the first results of a new appraisal system for Government campaigns,

introduced just over a year ago.



The scheme evaluates agencies’ performance against 18 measures and will

be used to spot rising stars which will be included in future

pitchlists.



Although the COI was pleased with agencies’ overall performance, they

concluded that shops need to improve in two areas: being proactive with

ideas and opportunities and proposing measures that add value or save

money.



The four shops at the top of the COI’s league table scored more than 80

per cent overall. The average score of all shops for achieving campaign

objectives and response targets was also more than 80 per cent. Shops

scored 70 per cent for their strategic input to the brief and for their

response to creative amendments.



Peter Buchanan, the COI’s director of marketing services, said: ’In year

two, much more data will be collected, making the system even more

valuable in terms of evaluating performance over time, over a greater

number of campaigns and in highlighting the rising stars who perform

consistently well.’



The new appraisal system, which was drawn up after consultation with the

industry, is designed to raise standards, improve accountability and

motivate agencies.



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