The list comprises 12 agencies including Iris, Triangle and Sharpen Troughton Owens Response. COI head of sponsorship Daphne De Souza said the decision reflected the department's growing use of partnerships with the private, public and voluntary sectors. In its last financial year, the COI spent £3m on partnership marketing.
The Department for Transport exploited third-party tie-ups for its "Think!" campaign. It signed partners it felt were trusted by motorists to deliver messages about drink-driving and driver tiredness, including motorway service stations and pub chains.
Partnership marketing was previously handled by the COI's sponsorship agencies, eight of which appear on the partnership marketing roster. The four other agencies on the new roster are Billington Cartmell, Gasoline, Cocktail Marketing and Geronimo Communications.
The sponsorship roster is currently being reviewed, with a decision expected in April.
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