COI looks to shake up media-buying roster

by Daniel Farey-Jones, Brand Republic 24-Sep-07, 14:30

LONDON - COI has called in Douglas McArthur, the former Radio Advertising Bureau boss, to review how its media buying operates, signalling it may break with its tradition of appointing agencies to single media.

McArthur has been briefed to look at the development of cross-platform media opportunities and negotiation, and the increase in digital media volumes. He will report to COI on the potential for more effective and better value for money arrangements.

COI currently has six media-buying contracts split by medium: TV is with Carat; and press is with MediaCom. In 2006, the body reduced its spend on advertising by 18.7% to £137m.

Peter Buchanan, deputy chief executive of COI, said: "Our present system of awarding buying contracts by medium to single suppliers has served us well to date.

"However, we feel that with the multi-platform world of the future, media owners expanding their own offerings across platforms and the increasing convergence of technology, we must look at whether our current systems are fit for purpose going forward."

McArthur, who founded and led the Radio Advertising Bureau from 1992 to 2006, will consult with a number of senior industry figures.

COI was one of the first advertisers to introduce centralised media buying, with individual agencies having responsibility for cinema, door drops, digital, outdoor, press, radio and TV.

The full list of media agencies and their contract expiry is:
Cinema Carat - March 2011
Door drops The Leaflet Company - December 2009
Digital i-level - March 2008
Outdoor Posterscope - August 2009
Press MediaCom - December 2010
Radio Starcom - July 2010
TV Carat - July 2010