COI has drafted in radio advertising expert Douglas McArthur (pictured) to audit its media buying systems. His brief will be to ensure value for money for Government advertising.
McArthur, the founder of the Radio Advertising Bureau (RAB), has been commissioned to provide recommendations as to how COI’s buying contracts might be better configured to maximise effectiveness, ensure value for money and help facilitate innovative and effective communications solutions.
COI deputy chief executive Peter Buchanan says: “Our present system of awarding buying contracts by medium to single suppliers has served us well to date. However, we feel that with the multiplatform world of the future, media-owners expanding their own offerings across platforms and the increasing convergence of technology, we must look at whether our current systems are fit for purpose going forward.”
McArthur’s brief will also cover areas such as the speed and spread of the move to a multiplatform world, the development of cross-platform opportunities and negotiation and the increase in online/digital media volumes. He will begin the review shortly and is expected to interview a variety of industry figures.