The new structure, which is expected to be in place by the end of the financial year, will separate the individual disciplines within COI's marketing communications department, the division that handles government ad campaigns.
Government clients will be able to access specialist research, PR, direct marketing and sponsorship expertise more directly. COI claims that the arrangement, which will reflect more accurately the structure of its Whitehall clients, will increase efficiency.
In addition, six new posts are being created across COI's client services department with a client services director likely to be installed as the head of the team by the end of the year.
COI hopes that the changes, which see its marketing communications division adopt a structure more along agency lines, will help government departments by providing a sharper focus on campaign objectives and briefs.
The shake-up, led by the COI chief executive, Alan Bishop, comes on the back of the recent return of the Department of Transport. This will bring in an estimated £12 million in annual billings to COI, which reported a £2 million drop in advertising spend in July's annual report.