COI appoints seven roster agencies for ethnic minority ads

COI Communications has extended its roster to include seven agencies that will take government messages to people from ethnic minorities.

The agencies, representing a range of disciplines from advertising and sponsorship to PR and partnership marketing, were chosen following a four-month selection process run by Patricia Macauley, COI's black and minority ethnic communications manager.

The agencies are: Equality Foundation/Uproar, Focus Consultancy, Media Moguls, Media Reach Advertising, Tag Media, TMP Worldwide and The Watch-Men Agency.

The roster will be responsible for handling an estimated £8 million-worth of spending by COI in campaigns targeted at ethnic groups during the next four years.

Macauley said: "We have deliberately created a comprehensive roster in terms of services offered and the audiences reached. It's not just about knowing how to reach a particular ethnic group, it's also about understanding the methods need to be tailored for different generations."

She added: "Working in this area doesn't have to be complicated but you do need to have cultural insights."

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