COI Communications has announced the media line-up for its first new-media agency roster. Outrider, New PHD, MindShare's mdigital and i-level, the independent online media agency, are some of the agencies that have been placed on the online media planning and buying roster for the government body.
MediaVest Interactive, Media Contracts (Media Planning's digital division), Carat Interactive, Optimedia, Universal Interactive and the Digital Edge are the other agencies that have won a place on the roster.
Jamie Galloway, COI's head of media development, oversaw the online media agency pitch. He said that the agencies applying to be on the roster had to pitch for spaces on one or more of a total of 13 'lots'. They ranged from interactive media design to technical consultancy and database design.
Galloway said there may be some additions to the online media agency roster because of this. The design/web architecture roster is still being decided.
The agencies on COI's roster will be selected on a project-by-project basis to work on the internet advertising and branding for groups across COI's portfolio, including the Army and UK Online, the Government's latest internet initiative. Galloway said: 'Being on the roster doesn't guarantee an agency work, but gives it the opportunity to be selected.
'The online advertising ideas and communications will be closely tied to our traditional communication strategies, and we want to keep the planning and buying on the web close to the strategic media point,' he added.
Galloway could not give an exact figure for the online media budget.
'It is dependent on the client and is a flexible issue. It also depends on the campaign target audience,' he explained.