Strictly embargoed
for 09:30 27 July 2010
The Central Office of Information (COI) has published its
annual report and accounts for 2009/10. The figures reflect the
combined spend of numerous government departments and public
sector bodies that used its services during 2009/10.
A freeze has since been placed on government advertising and
marketing spend by the new Government. During this financial year
only essential new and existing campaigns will be allowed to
continue.
Mark Lund, COI’s Chief Executive said:
“COI must play its part in helping reduce the deficit. This year
we are more focussed than ever on achieving outcomes at a much
lower cost. We anticipate more partnerships with brand owners,
media owners and civic groups, as well as increasingly innovative
approaches to joining up paid-for and other media channels.”
COI is currently undertaking an internal review of its shape and
size to ensure it remains efficient and effective, during the
freeze and beyond. This includes assessing the services it
delivers and establishing new opportunities offered by the
evolving media landscape.
The COI annual report shows that during 2009/10, government spent
a total of £531m on marketing and communications through COI, down
£9m on the previous year. Expenditure on advertising accounted for
£193m of this total, compared to £211m in 2008/9. While digital
marketing expenditure (online advertising) rose 10% to £44m.
The report highlights COI’s continued role in driving significant
efficiencies and savings for Government. Its centralised buying
position meant it was able to negotiate a 47.7% reduction in media
costs against recognised industry benchmarks, a saving of £204m.
This is in addition to the £52m savings made across a range of
other services including publications, direct marketing and
events. In the year ahead COI’s new media buying contract with M4C
will generate further savings for any essential advertising required.
The report shows that COI prioritised three areas to help achieve
better outcomes for Government during 2009/10; evaluation, digital
engagement and behaviour change.
In partnership with colleagues across Government, COI worked
to develop innovative tools and approaches to drive both
efficiency and effectiveness, and to streamline the procurement of
communication and marketing services.
This included developing new guidance on behaviour change;
the first-ever paper on calculating Payback - the absolute
financial benefit delivered by marketing - and Return on Marketing
Investment (ROMI) in the public sector; and a new flexible way for
Government to access its supplier frameworks.
Ends
Notes to Editors
For further information, please contact Rhona de la Mer or Tracey
Cobbett at COI on 020 7261 8306 or 8763.
COI is the Government’s centre of marketing and communications
excellence. It helps government departments and the public sector
meet their policy objectives through the procurement and delivery
of marketing and communications services that achieve maximum
effectiveness and provide best value for money.
COI is a Trading Fund and does not have its own budget. It works
for numerous government departments and public sector bodies, and
its figures reflect their combined spend through COI.
Contacts:
COI Press Office.
prenquiries@coi.gsi.gov.uk