The review has been driven not just by statutory requirements, but by the desire of the COI to update its roster to include agencies that have been formed since the last review, held in 2001.
Peter Buchanan, deputy chief executive of the COI, said: "The industry has developed since we last reviewed the roster. Our aim is to be the centre of marketing excellence for government and to achieve this, we need access to the best and most relevant agencies."
Earlier reports ahead of the review suggested that the COI was hoping that agencies such as Vallance Coleman Carruthers Priest and Clemmow Hornby Inge would apply to be considered.
The COI will be looking for creative agencies and specialists in recruitment advertising. All agencies will be subject to rigorous assessment and will be judged on creativity, expertise, quality control and financial soundness.
It handled 250 campaigns last year, on issues from safety, education, health, and crime prevention to armed forces recruitment. It is understood that around 200 agencies will apply to be on the roster and that the COI plans to maintain the level of about 30 agencies.
It is a busy year for the body. The advertising review coincides with a review of its direct marketing agencies. COI is also due to reveal the outcome of the TV and radio buying pitches in April. After that, it will announce the date for the review of cinema and press buying contracts.
The advertising review is expected to be complete by July 2005, when the COI will begin a strategic review of its media planning roster.
Government advertising must stop as soon as a general election is called. With that expected to happen any day now, the quiet period makes it a suitable time for COI to review its agencies.
Any agencies interested in applying for the roster should email adagappn@coi.gsi.gov.uk. The deadline is April 18.
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