The COI looks set to increase its autumn spend on police
recruitment advertising following the Chancellor of the Exchequer’s
comprehensive spending review last week.
MediaVest, the COI’s incumbent agency, is the favourite to retain the
pounds 86 million account, which is under review.
The agency, working alongside a creative team from M&C Saatchi, has been
hatching plans for a pounds 7 million advertising push scheduled for
August and designed to attract 5,000 new police officers to the
However, Chancellor Gordon Brown announced last week that he wanted to
boost the number of new officers by another 4,000. According to
insiders, this news is likely to push the ad budget from pounds 7
million to above pounds 10 million.
Home Office spokesperson Clare Stokes said: ’We are looking at national
recruitment and are planning a campaign at the moment.’ She would not
comment on the size of the increased budget.
The brief is to raise the status of policing as a career, placing
particular emphasis on recruiting more women and ethnic minority
The campaign is likely to be weighted towards areas where constabularies
have found recruitment difficult.
The push is expected to last for three years - Home Secretary Jack Straw
has promised the extra bobbies will be on the beat by 2003 - and will
use television press, radio and cinema.
The COI account is headed by MediaVest TV buying director Kevin
This influx of revenue will come at the right time for media owners.
According to sources in television sales, the autumn period is looking
less than bountiful, with September revenues predicted to be at best
static, year on year. This revenue shortfall is due partly to the
decline in dotcom advertising, said one source at Granada.