Govt seeks single shop for media buying brief

Government: media rethink
Government: media rethink

The Government is preparing to launch a review of its media buying contract, held by Group M's bespoke unit M4C, at the end of January.

M4C manages media buying for all government ad campaigns and will be defending the account. The Government’s planned total communications spend is £237 million for 2013-14.

M4C, a joint venture between Mindshare, Mediacom and MEC, won the business in 2010, fighting off an Aegis team and a combined offering from Starcom MediaVest Group and the now-defunct i-level.

The Government intends to appoint a single agency, which sources said could be another consortium arrangement from a holding group.

The process will not involve an e-auction.

If M4C loses the account, its 36 staff would be subject to Tupe regulations. The review is planned to end in June.

The creative and media planning arrangements are run using rosters.

The pitch will be handled by the Crown Commercial Service, which was created in December last year when the Government Procurement Service merged with other procurement processes.

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