Government to consult industry over future of COI
The Government is turning to the marketing industry for ideas on how to reform the COI and cut its adspend.
COI: marketers asked for opinions over its future
It has sent industry bodies, advertisers and media owners a request for written evidence on a number of key proposals, as part of the ongoing review of government communications.
These include the plans floated last year on the introduction of a US-style ad council model and a payment by results regime.
It also requests opinions on whether the Government should provide any direct communication and about the role of the COI.
The "Big Society approach" is highlighted as the way the Government plans to achieve its communication objectives, and the paper states it aims to devolve responsibility to "commercial and civic" partners. It continues, "in the future, we will start from the presumption that others may be better placed to achieve our goals."
The review, which is being led by Matt Tee, the outgoing permanent secretary of government communications, is due to publish its findings later in the year.
The Advertising Association (AA), which in November attacked the Government over its failure to consult the industry over the COI, is compiling an industry response.
An AA spokesman said: "The call for evidence underlines what we know – the relationship between advertising and government is set to change. We can through a cross-industry response influence what that change looks like and, through the AA, the wheels are already in motion."
This article was first published on marketingmagazine.co.uk
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