AMV BBDO and McCann London off govt campaign roster

Abbott Mead Vickers BBDO and McCann London have been dropped from the government's revamped communications service roster, while Lucky Generals appears for the first time.

Government: Public Health England's Sugar Smart campaign
Government: Public Health England's Sugar Smart campaign

The new roster is split into two frameworks – "campaign solutions" for major campaigns, and "communications services" for more tactical work.

The government has appointed 36 agencies to its "campaign solutions" roster across creative, strategy, direct, digital and social, partnerships and PR.

One highlight on the creative list is the return of Mother and Adam & Eve/DDB. Both were dropped from the government’s 2013 line-up, with Mother protesting the decision unsuccessfully.

Unusually, Manning Gottlieb OMD also features on the creative list. It was chosen in 2013 for the government’s strategy and planning roster.

The rest of the creative list comprises retained agencies Ogilvy & Mather Group, Rainey Kelly Campbell Roalfe/Y&R, MullenLowe London, FCB Inferno, Kindred, Engine and M&C Saatchi.

The remaining lots have seen a complete overhaul. Several agencies appear across multiple lots, including MEC, MullenLowe, FCB Inferno, MG OMD and Engine.

Noticeably, Carat does not appear on any lot, despite handling the government's media buying. MediaCom also does not appear. It is possible both could appear on the Communications Services in due course.

On digital, newcomers include Blue State Digital, Breakthrough Media, Havas UK and Oliver. Oliver-owned Dare was also among those to appeal when dropped off the roster in 2013. Other digital appointments include Unlimited Group (formerly Creston Unlimited), FCB Inferno, MullenLowe and MG OMD.

Direct comprises Ogilvy & Mather Group, Engine, FCB Inferno, MG OMD and MullenLowe. Lida, Bray Leino and Lateral Group fall off the list.

A Cabinet Office spokesperson said: "We have completed our assessment and are delighted with the quality of bids that we have received.

"There was a high level of interest with more than 1,000 bids from over 400 agencies across the two frameworks.

"We will not be able to confirm who has been successful on the first framework until the end of a legal cooling off period, which is normal for all government frameworks."

The full list:

Creative 

MullenLowe London

FCB Inferno

Kindred

Engine

Mother

Rainey Kelly Campbell Roalfe/Y&R

M&C Saatchi

Adam & Eve/DDB

Manning Gottlieb OMD

Lucky Generals

Ogilvy & Mather Group

Strategy 

MullenLowe London

George & Dragon

Unlimited Group (formerly Creston Unlimited)

Independent Campaign Partnership

MEC

Direct 

Engine

FCB Inferno

Ogilvy & Mather Group

MG OMD

MullenLowe

Digital marketing and social media

Breakthrough Media Network

Unlimited Group (formerly Creston Unlimited)

Blue State Digital 

FCB Inferno

Havas UK

MullenLowe

Oliver

OMD UK

Partnerships 

23Red

Cello Signal 

MEC

Four Communications

Independent Campaign Partnership

M&C Saatchi

Kindred

MSQ Partners

PR

MSQ Partners

Freud

Engine

Grayling

George & Dragon

Freshwater 

MG OMD