Ten media agencies will compete for the Central Office of
Information’s four media accounts as part of a streamlining of its
pounds 63 million media buying activities.
The COI’s largest account, the pounds 25 million TV business, will see
the incumbent, the Media Centre, Zenith Media and CIA Medianetwork take
part in a pitch.
On the shortlist for the centralised pounds 20 million press account are
Zenith, which currently handles the regional press business, the Media
Centre, TMD Carat and a combined team of J. Walter Thompson and the
Leo Burnett, the incumbent, is joined on the radio shortlist by Zenith,
New PHD and TMD, while Initiative Media, Universal McCann, BBJ Media
Services and the Media Centre will pitch for the cinema account.
Most top media companies applied to be considered for at least one of
the pitches, although BMP Optimum decided not to enter. It pulled in
more than pounds 60 million of new business last year, which it is now
A number of companies are understood to have applied for all four
accounts, including TMD, Zenith, CIA and the Media Centre, while several
shops were disappointed at not making it on to the list.
’The COI has looked at the biggest spenders in each sector. The process
has been a waste of time for some good media operators,’ said one.
Pitches will be held from the end of this month - cinema on 27 May,
radio on 29 May, TV on 2 June and press on 4 June. Decisions are
expected by mid-June with appointments due to be effective from
Peter Buchanan, head of the COI’s marketing communications group, said
the decision to centralise executional media planning and buying for the
four media had been driven by developments in the media marketplace.
’Cross-media ownership will mean we need to meet new challenges,’ he