M4C picks up all government media briefs

As COI prepares to close its doors at the end of March, the Cabinet Office has issued a mandate that all government media buying - including that beyond COI - should be handled by the WPP agency M4C.

COI: M4C will handle all Govt media buying
COI: M4C will handle all Govt media buying

This has resulted in M4C, which was launched in 2010 to handle COI's business, picking up the accounts for Visit Britain, London & Partners, VisitEngland, part-government-funded campaigns and some NHS primary care trusts.

It is expected to pick up further governmental and public sector media accounts, such as National Savings and Investments, UK Trade & Investment and classified recruitment.

COI, which spends £39 million on media compared with £250 million when it appointed M4C, will be replaced by a smaller unit that will operate out of the Cabinet Office.

M4C will continue as the sole supplier for all government media buying until 2014 and expects its billings to exceed £100 million in 2012.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).