COI media account review signals end of DfT breakaway
LONDON - COI Communications is to launch a wide-ranging review of its estimated £167m media planning and buying activity, which will likely end the Department for Transport's breakaway from COI.
The review, which is being run in conjunction with the Department for Transport, follows a joint statement in July 2003 setting out the future direction for the government media arrangements.
The DfT had set up its own advertising arrangements separately from COI to test the market and ensure value for money.
However, together with the Cabinet Office, the three agreed that further fragmentation of government advertising was not the best way forward and that a review should be initiated when current contracts expired.
The three agreed that when COI reviewed its contracts, the DfT/Office of the Deputy Prime Minister would join the new framework agreements when their own current contracts expire.
The review includes the TV and radio business, currently held by Starcom MediaVest and OMD respectively, which will begin in November 2004.
COI will repitch its strategic media-planning roster in July 2005. The account is split between PHD, Manning Gottlieb OMD, Mediaedge:cia, ZenithOptimedia, The Ingram Partnership, Naked Communications and Starcom MediaVest.
The press business, held by MediaCom, and cinema, held by Universal McCann, will also be reviewed with that part of the process beginning in March 2005. MediaCom picked up the account in July 2000 after a review of all of COI's buying arrangements.
The review does not affect outdoor, which was reviewed earlier this year with Posterscope appointed, or online planning and buying, which is handled by i-level.
The advertising creative and direct and relationship marketing rosters are currently planned for review in 2005.
A spokeswoman for COI had previously said that a review of the media buying accounts was not expected until 2006.
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