The review will see the COI put all its planning and buying for online advertising through a single agency. It currently uses a number of agencies for individual campaigns on a project basis. As a result of the shake-up, it will create its first dedicated online creative roster.
"We've proven the benefits of aggregated spending in above-the-line activity. With spending this year expected to rise to around £4m, we want to ensure we get the best deals for our clients," said Jamie Galloway, COI's director of digital media.
The revised roster will be in place by April. As well as developing internet campaigns, agencies will have to create campaigns to run over 3G phones and personal digital assistants (PDAs).
COI is currently running online campaigns for RAF and police recruitment, the Department of Health's adult sexual health campaign and the Inland Revenue's self-assessment.
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