COI shortlists three for £250m media buying business

LONDON - The Central Office of Information has shortlisted three agency collaborations to battle for the Government's £250m media buying requirements, the biggest media account in the UK.

COI shortlists three for £250m media buying business

The new alliance between Starcom MediaVest Group and digital specialist I-Level has made the cut, under the name Smile, and will compete against a GroupM collaboration called M4C and Aegis Media’s Carat, which will pitch in conjunction with its out-of-home sibling agency Posterscope.

The successful consortium will assume control of all of COI’s media buying from April 2010, for a statutory four-year period.

Pitches will be held in December with an announcement expected early in the New Year.

The review marks the first time the COI has consolidated its entire media buying business, a process that has historically been split according to individual media.

This year’s COI annual report shows that government departments and public sector bodies spent a total of £211m on media and £40m on online advertising during 2008/9.

The new framework has been established to enable full integration and is expected to deliver a number of benefits for the COI and its public sector clients, including increased efficiencies both within and across channels.

Digital is expected to play an increasingly large role in COI’s communications in 2010 and beyond, as government departments look to increase dialogue with target audiences while managing expected cuts in marketing budgets.

Arif Durrani

Arif Durrani recommends

COI to consolidate media buyng

Read more

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published