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Govt 'aiming to maximise marketing returns'
Marketing News |
The government has outlined plans to achieve increased value from its marketing activity, as the economic downturn continues to bite.
A framework agreement for creative content, delivery, execution and related services has been unveiled, valued at between £240 million and £520 million, reports the Drum.
The news provider explained this is the first major framework to replace the Central Office of Information (COI) marketing and creative services contracts.
According to the Government Procurement Service, which has replaced COI in handling the public advertising campaigns, agencies will be expected to work across all departments.
This includes public corporations such as the BBC, Channel 4, the Met Office and Royal Mail.
The Drum said the framework aims to take a holistic view on overlapping audiences, with the aim of producing "the government’s first ever proactive communication plan summarising the planned activities of each group of departments and arms-length bodies".
Departments and agencies will be able to use the framework to find communications agencies providing creative services (up to 200million), direct marketing (up to £160 million), digital marketing (up to £120 million), direct response marketing (up to £80 million) and public relations (up to £40 million).
A spokesperson for the Cabinet Office said central government saved "a staggering" £390 million last year by freezing all marketing spend except when operationally necessary.
This was on top of the £400 million saved from this in 2010-11, he noted.
"We are now on the hunt for the best talent out there as we look to spend in a more strategic and coordinated way," the spokesperson added.
"We want to develop more communications partnerships with commercial and voluntary sectors and get more value for money through rock-solid evaluation of what works best."
He said the government is now open for business to all kinds of innovative suppliers and entrepreneurs, whatever their size or business model.
Posted by Stephen Wilkinson
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