I-level will work across the entire COI portfolio after a pitch was called to streamline its online agency arrangements. The agency pitched against Profero, Starcom IP and ZenithOptimedia's Zed division.
Previously, COI has used a range of agencies to handle its online media. A separate pitch to build a roster of around six agencies to handle digital creative for COI assignments is still ongoing.
Jamie Galloway, the director of digital media at COI, called the pitches in January. His aim is to create a more structured system in COI's digital arrangements because its online spend has increased by more than 350 per cent in recent years.
According to COI's own figures, the Government's spend on online advertising was only £1.2 million for the 2000 to 2001 financial year. That figure more than doubled to £2.6 million in the 2001 to 2002 year and is set to increase again to more than £4 million for 2002 to 2003.
A COI spokeswoman denied that a decision had been made. Andrew Walmsley, the chief operating officer at i-level, declined to comment on the story as Campaign went to press.