The Government has at last appointed its direct and digital agencies for the new creative framework – which has replaced the COI – following an exhaustive pitch process which kicked off nearly seven months ago.
According to reports, the DM roster includes Lida, TMW and Bray Leino, with Lateral Group – the business which appointed former COI DM chief Marc Michaels as a consultant earlier this year – also grabbing a place.
The digital roster is understood to include Indicia, DraftFCB, Bray Leino, BSS, TMW and CMW-sister agency Twentysix.
Direct and digital marketing are to get the lion’s share of spend in the framework, with up to £360m of the proposed £520m four-year budget going on DM techniques.
The budget compares favourably to the COI’s £60m annual direct and relationship marketing spend, but it will have to stretch further.
Agencies will be expected to work across all government departments, including the Cabinet Office, Ministry of Defence and Department of Health, as well as other public corporations such as the BBC, Channel 4 and Royal Mail. Previously these all had their own separate budgets.
The Government Procurement Service told the agencies yesterday, although it is believed that they will have a fortnight to decide whether they want to work on the business.
However, the pitch process has not been without its problems. Last month the IPA launched a probe of GPS practices, following agency complaints about how long the pitch was taking.
The trade body wants a top-level summit with GPS chiefs and the Cabinet Office to iron out problems with future reviews and bring them in line with industry best practice.
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