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NEW MEDIA: SPOTLIGHT ON COI'S DIGITAL AGENCY ROSTER - Digital sees its coming of age with COI's consolidation plan.(COI Communications)
COI's overhaul of its digital shops heralds the sector's growth, Mark Sweney writes.
Once again the Government's agency relationships are under the spotlight.
With a creative roster in place and the recently introduced media planning roster bedded down, COI Communications has turned to digital advertising.
Last week's decision by COI to undertake the most wide-ranging shake-up of its digital advertising is being heralded by the industry as a positive sign of the serious role new media plays in the advertising mix.
COI is aiming, by April, to centralise all of its online planning and buying capability into one agency. It currently uses a range of agencies in a more piecemeal approach. These range from the digital specialists such as i-level to the new- media arms of above-the-line agencies such as Publicis' interactive@optimedia.
This pitch will undoubtedly be fiercely fought as the account is estimated by COI to be worth more than pounds 4 million in the coming financial year. It is also running a second pitch to form a roster of around six agencies to handle online creative advertising.
'The roster is being created because of tremendous growth in digital,' Jamie Galloway, the director of digital media at COI, says. 'A lot of above-the-line agencies have invested in developing digital capability, and there are a number of excellent start-up companies that we don't have access to through existing relationships.'
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