Branding shops have already begun pitching to be retained on the new roster, with a final announcement expected in the spring.
A COI spokeswoman confirmed that the roster is being reduced: ‘We anticipate that the number of branding agencies on the new Marketing, Brand and Strategy Framework will be reduced from its current level, with a smaller number of agencies appointed under each label.'
It follows news that COI is looking to merge its above- and below-the-line agencies into a single roster, to handle its £338m marketing spend. COI's current ad roster includes 26 agencies, and is due to expire in July.
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