The COI’s creative rosters, which are currently separated by channels such as advertising, digital and direct marketing, will be reorganised to reflect the way agencies are restructuring themselves to work across media channels.
Mark Cross, COI’s communications planning director, has been examining ways to better integrate COI’s communications activities across disciplines. The creative roster shake-up follows the centralisation of the Government's media buying into one group, Group M’s M4C, for the first time in February last year.
The overhaul will mean that the roster review process could take up to nine months, according to sources close to the rethink.
The news follows the announcement earlier this week of Mark Lund’s departure as its chief executive.
Lund, who leaves his role in three months’ time, plans to launch a new venture in the communications industry.
The search for his replacement will begin once the Cabinet Office review is completed.
The newly elected coalition Government froze all of its non-essential advertising and marketing activities in May 2010. The move resulted in £133 million worth of savings within its first nine months.
Last week new efficiency measures which restrict spend on new advertising and marketing activities to "essential" campaigns.
As part of the new measures, central Government must give permission for any marketing campaigns that require spend of more than £100,000.COI