The Government is to add more through-the-line agencies to its
roster as it steps up its drive to run more integrated campaigns.
The Central Office of Information plans to include at least one
integrated agency on most of its shortlists following a review of its
direct marketing work, which it will complete in March.
Last summer the COI boosted the number of through-the-line shops on its
list from one to 11 after its five-yearly roster review (Campaign, 8
August 1997) and now intends to go further.
’Around eight out of ten major briefs are now requesting an integrated
solution,’ Peter Buchanan, the COI’s director of marketing
communications, said. ’We could add further agencies to our integrated
list as a result of the direct marketing review.’
Buchanan said the combination of leading agencies working with their
direct marketing sister companies was ’a formula which is finally
beginning to work’.
The COI boss is holding talks with agencies to preach the message that
shops will need to prove their through-the-line credentials in order to
win Government business.
’I have spent time with the agencies that have asked, discussing the
Government’s requirements in this area and what agencies need to do to
be competitive,’ he said.
The COI spent pounds 69 million on advertising last year compared with
pounds 13 million on direct marketing, but the gap is narrowing.
Government adspend is running at 63 per cent of its 1989-90 level, while
the direct marketing budget has risen by 225 per cent.