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M4C wins COI media buying account

04 Feb
Group M's M4C has been chosen to handle media buying for the Central Office of Information (COI).

The marketing jobs provider was selected following a competitive tender process involving two other bodies - Smile and Unify.

It will oversee the process for four years from April 2010 onwards and marks a change in COI's approach to media buying.

Previously, it had put contracts out for tender based on the medium through which the campaigns would be run.

Deputy chief executive of the COI Peter Buchanan said the selection competition was the largest of its kind ever to take place in the country.

"I am confident that we have a visionary, integrated buying approach, which will enable us to face the media market challenges going forward," he added.

Aims of the move include improving the effectiveness of government campaigns and speeding up the evaluation process by making data-gathering more efficient.

Last month, COI announced a review of its roster of agencies that provide it with direct and relationship marketing operational services.ADNFCR-2176-ID-19598105-ADNFCR
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