COI chief executive Carol Fisher lays into ad agencies over poor integrated campaigns

COI Communications chief executive Carol Fisher has launched a public attack on ad agency standards, accusing COI’s roster agencies of struggling to create effective integrated campaigns.

The Institute of Practitioners in Advertising (IPA) is now planning to hold a meeting with Fisher about the issue, following her outburst at the Incorporated Society of British Advertisers (ISBA) conference last week.

Fisher, who controls the UK’s biggest advertising account – worth £192m, according to COI – said recent pitches for an undisclosed COI account failed to provide good creative ideas for an integrated campaign. The agencies were sent away to plan further.

Fisher was responding to a speech by IPA president Bruce Haines, who had argued that agencies need to be paid more in order to enable their employees to learn about creating work for new media, such as the Internet and ambient media.

The IPA is speaking to all creative and media agencies on the COI roster to discuss how effective they are at creating integrated campaigns. The meeting with Fisher will take place in about six weeks.

Fisher told Marketing Week: “Thinking in an integrated way is something clients are looking for. The problem is not solved by money, it is a cultural thing.”

Haines says: “I am particularly concerned about [Fisher] because she has made public criticisms about our industry, which I don’t accept.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here