Government Communications Service
GCS announces new media buying partnership
Blog posted by: Simon Baugh, Chief Executive of Government Communication Service (GCS), 14 December 2021.
I am very pleased to announce the award of our new media buying service that will be critical in delivering Government communications over the coming years.
After a very competitive and excellently run tender by Crown Commercial Service (CCS):
- OmniGOV (OMD Group Ltd) has been awarded as the sole supplier to provide media buying services and
- Posterscope (a trading division of Dentsu) has been awarded as the sole supplier to provide media buying services for out of home advertising.
Posterscope will support OmniGOV in providing a combined media buying service. OmniGOV will be a key strategic partner for the government in what is the most important cross-government marketing services framework as well as one of the biggest media buying arrangements in the UK.
When I started in my role as the first GCS Chief Executive six weeks ago, I stressed the challenges we face as Government communicators of a fast-changing, volatile landscape with a high level of technological innovation, new players and fragile public trust.
I stressed that every aspect of our work is subject to the transformative power of technology and this is creating new opportunities and expectations. This is no truer than in the area of media buying and we will be looking to OmniGOV to guide us through these challenges and support the modernisation of our profession so we can be the best clients possible.
To achieve this, collaboration is key as we have seen throughout the tendering process between GCS and CCS in the creation of this new framework. This has resulted in a new framework that has requirements that are above and beyond ordinary media buying services and that are specific to GCS.
These value-adding requirements are underpinned by the key principles of transparency, continuous improvement, understanding of Government, sharing of data, and innovation. The new agreement will guarantee high-quality media placement at a competitive value, delivering campaign objectives and outcomes.
The new framework is also highly transparent, with very competitive aggregated pricing commitments that take advantage of the combined buying power of government to drive value for money for taxpayers. In additional both OmniGOV and Posterscope have made substantial commitments to delivering social value through these agreements
The whole of GCS will be able to harness the opportunities in this new framework to deliver in new and innovative ways. It will enable us to continue to deliver efficiently for ministers and the public while we drive a revolution in our data, insight, and digital communications skills. We need to be more proficient than ever in all these areas and this new framework will be critical in supporting this effort. I and everyone in GCS look forward to working with OmniGOV to meet these challenges.
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