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Under Aiken, in 2017/18 the GCS delivered 100-plus campaigns, spanning everything from road safety to military recruitment. It’s a while now since the government was the UK’s top-spending advertiser but its media buying contract, which is out to tender with an adspend of £1bn over four years, is still highly sought after by. Aiken highlights this as a priority for 2018, plus a "major" public information campaign around Brexit.

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