COI reveals Govt's best shops in league table

WCRS, TBWA/London and Cramm Francis Woolf have been voted the Government's most successful agencies in a league table drawn up by COI Communications.

WCRS, TBWA/London and Cramm Francis Woolf have been voted the Government's most successful agencies in a league table drawn up by COI Communications.

But four unnamed shops who were judged to have performed weakly are to be warned that they will not win more government business unless they sharpen up their act. They will be called in for talks with the Whitehall departments which employ them.

The league table was drawn up after studying the work of 15 agencies on government campaigns last year. The assessments, which COI officials believe to be the most comprehensive in the UK, cover 18 qualitative and quantitative measures on campaign results, innovation and strategy and client service standards.

WCRS impressed with its campaign urging people to vote in last year's election for the Mayor of London. TBWA won plaudits for its work promoting individual learning accounts for the Department for Education and Employment. Cramm Francis impressed COI with its campaign for the Inland Revenue on payroll giving to charity. D'Arcy and Ogilvy also performed to a high standard.

The league table has been presented to the Advisory Committee on Advertising, which monitors COI work, and will be used by COI chiefs and Whitehall departments when they draw up shortlists for government campaigns.

It is the second year in which COI has carried out an assessment of its agencies with an increase from 79 per cent to 84 per cent by agencies in hitting response targets.

Peter Buchanan, the director of marketing communications at COI, said: 'We have built an impressive database of 60 campaign reports covering 18 agencies. Our intelligence on the leading shops doing the best work for the Government is just going to get better and better.'



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