Direct marketing agencies left empty-handed after the Government’s £360m review are fuming over what many view as the client’s incompetence, with one boss claiming the result “stinks”.
Yesterday it was revealed that Bray Leino, TMW, Lida, and Lateral Group had secured the four places on the roster; it is understood 39 agencies pitched for the business.
However, as the rejection email was sent out the previous evening, many of the unsuccessful agencies only found out about the result from early morning press reports.
One agency chief told DecisionMarketing: “The communication went out to agencies last night and it’s in the press by first thing – nice to read you’re unsuccessful in the press!”
In what could be seen as sour grapes by some, there are also questions about why the framework has only two recognised DM agencies, Lida and TMW, with Lateral Group more known for its data expertise and Bray Leino a branding agency.
Many of the shops which have years of experience working on government campaigns – including Partners Andrews Aldridge, OgilvyOne, Iris and Kitcatt Nohr Digitas – all missed out. Meanwhile, independent agencies were overlooked – contrary to Government policy to support SMEs.
The appointment of Bray Leino has also raised more than a few eyebrows as Cabinet Office Minister Francis Maude is a former non-executive chairman of its parent company, The Mission Group.
A second agency boss said: “With £360m up for grabs there is always going to be bitterness if you don’t get a slice of it. But there are more questions than answers over the result – something doesn’t seem quite right, and the way it was reported to the press before we even knew is outrageous.”
Another source said: “The whole process stinks. One of the main drivers for this was to save money yet, according to the pricing scores, the successful agencies were far more expensive than many of the unsuccessful ones.”
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