Government considers central marketing department
A radical centralisation of the marketing function across the government and its executive agencies is being considered in the Cabinet Office's communications review.
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Centralisation would involve moving marketers out of individual government departments and into a single body and result in a significant drop in headcount. A new name for the downsized COI is also being considered.
Big departments with a sizeable number of marketers, such as the Department of Health, are understood to be opposed to centralisation, and smaller units in favour of it.
The review is being led by COI chief executive Mark Lund and Matt Tee, the out-going permanent secretary for government communication. They will present their recommendations to Cabinet Office Minister Francis Maude next week.
They are also examining the introduction of a payment-by-results system, the creation of a US-style Ad Council - an unpopular proposal with the marketing industry - and the use of government websites for ads.
WPP chief executive Sir Martin Sorrell and Aviva chief marketing and communications officer Amanda Mackenzie are among the industry figures to have given advice in the review.
This article was first published on marketingmagazine.co.uk
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