Bishop is pragmatic enough to accept that the trend for major government departments to build relationships with their creative agencies is probably unstoppable and that its organisation must broaden its offering to prove its worth.
Recently, he brought the Government News Network, Whitehall's regional communications arm, under COI's wing. But Directgov is a real coup. The "one-stop shop" for official services will be vital in ensuring the Government does not grow more remote from the public.
During its 60 years of life, COI has performed remarkably in building its communication expertise while justifying its existence. Bishop's move for Directgov looks like a classic chessboard tactic to help ensure COI remains indispensable.