We agree with the conclusion of your article on public sector recruitment campaigns (MW August 22) – their effectiveness “needs to be decided on a scientific basis”.
This is of vital importance to COI Communications, as well as its clients and agencies, which is why thorough scientific investigations are undertaken into the effectiveness of all major Government campaigns through COI.
Indeed, in the case of police recruitment, a full analysis has been submitted to the IPA Effectiveness Awards jury, whose verdict we await.
The article in Marketing Week was based on partial evidence and erroneous figures, backed up with soundbites – providing stark contrast with the “scientific basis” it advocated.
Acting chief executive