COI Communications reshuffles to reinforce sponsorship division

COI Communications (COI) is to set up an affinity partnership unit in an effort to strengthen its sponsorship division.

The new division, called partnership marketing, will be part of the COI’s sponsorship division, and will drive strategic partnerships with both commercial and non-commercial partners for various Government campaigns.

The sponsorship division has run various partnerships in the past, but this will be the first time that the COI has formalised affinity partnership as part of its advertising remit.

Last year, the COI struck a deal with retailer Woolworths for the retailer to distribute free fire alarms to consumers.

COI head of sponsorship and PR Oliver Hickson will head partnership marketing.

Carol Fisher, who is stepping down as COI chief executive later this month, recently accused advertising agencies of failing to satisfy their clients’ needs by embracing the full range of marketing disciplines. During the 2000/01 financial year, the COI spent almost £300m on various initiatives encompassing advertising, direct marketing, sponsorship and new media.

COI is due to reveal its advertising spend for the financial year to April 2002, on Wednesday 24 July, as part of its annual report. It is expected to reveal a lower figure than last year’s all-time record of £192.4m.

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