COI Communications is to draw up its first media planning agency
roster in a drive to improve the targeting of the government's
advertising.
Media planning for government campaigns is currently the responsibility
of creative agencies, but COI Communications is looking to appoint a
roster of about six media planning agencies to improve its offer to
government clients.
The hunt has been triggered by the rapid fragmentation of media, which
has made it more difficult for the government to communicate key
messages to its target audiences.
'We believe that the creative agencies' investment in strategic media
planning is starting to lag,' said Peter Buchanan, COI Communications'
group director of marketing communications.
The COI will invite applications shortly. About ten agencies will be
asked to pitch for a place on the roster, which will operate from
September 1.
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