Government in marketing capability drive

Government marcomms staff are to be put through a series of training courses designed to enable them to develop low-cost digital marketing campaigns in-house as part of its ongoing efficiency drive.

Change4Life-Campaign-2013
Government marcomms staff are to be trained to evaluate marketing initiatives such as the Change4Life campaign.

The capability push, dubbed Aspire, will see Whitehall staff trained in digital communications and campaign evaluation. About 200 manager level staff will take part.

Speaking to Marketing Week at a briefing today (22 March), Sean Larkins, head of government communication policy and capability said the aim is to develop “centers of excellence” in departments that will produce “best in class” public information activity using channels such as social media without having to bring in agencies.

He added: “It will enable [Government] press offices and marketing [departments] to role up their sleeves and produce low-cost campaigns”.

Alex Aiken, executive director for government communications, insisted the move was not about cost-cutting but about improving efficiency and expertise . Government spending on marcomms has been slashed since the coalition took office in 2010, from £532m in 2009/10 to about £284m in the last financial year.

Staff will also be trained in briefing agencies and campaign evaluation, work previously handled by the Central Office of Information before it was axed in 2012.

Meanwhile, the Government has unveiled details of the agencies which will make up its “Creative Solutions Framework”, which replaces the COI’s agency roster.

The Framework, which will be be managed by the Government Procurement Service, will consist of five “lots” of agencies, 30 in all, providing creative, direct marketing, digital marketing and PR services (lists of creative, direct and digital agencies appointed are listed below).

LOT 1 Marcomms

  • Abbott Mead Vickers BBDO
  • DLKW LOWE LTD
  • Engine Partners UK LLP
  • Enter Here LLP (previously Hurrell Moseley Dawson and Grimmer)
  • Inferno
  • KINDRED AGENCY LTD
  • M&C SAATCHI UK PLC
  • McCann Erickson Advertising Ltd
  • RKCR/YR LTD
  • The Ogilvy & Mather Group (Holdings) Ltd

LOT 2 Direct Marketing

  • BRAY LEINO LTD
  • Data Lateral Limited
  • LIDA Limited
  • TULLO MARSHALL WARREN LTD

LOT 3 Digital Marketing

  • BRAY LEINO LTD
  • BROADCASTING SUPPORT SERVICES U K LTD
  • DRAFTFCB LONDON LTD
  • Indicia
  • TULLO MARSHALL WARREN LTD
  • Twentysix

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