Phillis report spurs COI regional ads boost

COI Communications is to increase its use of regional media in government advertising, in line with recommendations made by the Phillis report into government communications.

The report, chaired by Guardian Media Group chairman Bob Phillis, was published this week, and reprimands Whitehall, the parliamentary lobby and the media for a breakdown in trust between the public and politicians.

The review praised the COI for its expertise in marketing and media buying for government advertising campaigns. But it adds that most of the expenditure goes to national media, despite evidence suggesting that people are more likely to take note of government campaigns if they are delivered at a local level.

It has asked the COI to monitor and report on the use of regional media in government advertising.

The Phillis report also proposes the disbanding of the Government Information and Communication Service (GICS) in its present form. It recommends that communications be led by the new Government Communications permanent secretary.

The appointee to this new post will report to the Cabinet Office and will be responsible for making the Government Communications department a credible institution in the eyes of the public in the run-up to the general election (MW December 11, 2003).