COI Communications has announced a major overhaul of its pounds 89
million media buying roster, appointing two new agencies, MediaCom TMB
and OMD UK, and knocking Carat off the roster altogether.
Incumbents MediaVest and Universal McCann have each managed to retain a
place on the roster, with the TV buying account, which is worth pounds
40.4 million and is COI’s largest chunk of business, remaining with
MediaVest, however, has lost hold of the pounds 36 million press account
to MediaCom TMB. Steve Allan, the chief executive of MediaCom TMB, said:
’Not only is this a prestigious piece of business, but it confirms and
underlines our positions as the largest buyers of print advertising in
the UK.’ Other agencies pitching for the business included Zenith Media,
Carat and Media Planning.
OMD has snatched the pounds 8.6 million radio account from Carat, making
OMD the largest media buyer of radio in the UK. Universal McCann and
MindShare also pitched. Jonathan Gillespie, head of radio for OMD UK,
said: ’COI recognised that we were able to offer a proposition that
added value and a different way of thinking.’
Universal McCann retained the cinema account, which is worth around
pounds 3.1 million, following pitches against MediaVest and Carat.
Peter Buchanan, COI’s director of marketing communications, said: ’After
more than 30 hours of media presentations, I am confident we have seen
the best that the UK media buying market has to offer.’
He added: ’In the past three years, both MediaVest and Carat have
exceeded our expectations. The reassignment of the press and radio
accounts is not a reflection of the historical performance, but of the
highly competitive nature of the market.’
All four agencies will take up the reins of the COI media account from
September and have contracts for three years. COI has the option of
extending them for a further two years.
COI now plans to draw up a roster of new-media agencies, and will invite
agencies to tender through OJEC next month.
Advertiser of the week, p22.