Digital agencies gear up for 6m COI online review

Digital agencies are getting ready to pitch for the Government’s estimated 6m online media buying business, at i-level. The tender is expected to go up for renewal this summer, before the four-year contract expires in September.

Digital agencies are getting ready to pitch for the Government’s estimated £6m online media buying business, at i-level. The tender is expected to go up for renewal this summer, before the four-year contract expires in September.

The pitch will be overseen by COI. The incumbent agency has confirmed that it will pitch for the business.

COI currently has six media-buying contracts split by media type. Cinema and television buying are both handled by Carat; press buying is through MediaCom; Posterscope has the outdoor media buying and buying brief, and radio buying is handled by Starcom.

COI was one of the first advertisers to introduce centralised media buying, with individual agencies having responsibility for cinema, door drops, digital, outdoor, press, radio and TV.

Last September, COI call-ed in Douglas McArthur to review how its media buying operates. It is unclear if the McArthur review will affect the COI online media planning and buying pitch.

McArthur was briefed to look at the development of cross-platform media opportunities and negotiation, and the increase in digital media volumes.

McArthur, who founded and led the Radio Advertising Bureau from 1992 to 2006, is consulting with a number of senior industry figures as part of his review. The results of the review have yet to be unveiled.

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