The UK Government’s Central Office of Information, the largest advertiser in the UK with a media spend of £250m, is set to hand over it’s media buying duties to M4C, part of the Group M agency stable.
The consortium of agencies formed for the pitch includes Mindshare, Mediacom and Mediaedge:cia. The group competed for the account against other media heavyweights including another consortium, Smile, formed by Starcom and i-level, and Unify from Aegis.
M4C was led in the pitch by Group M chief operating officer, Nick Theakstone, who was quoted as saying: “The COI pitch has seen GroupM at its best. We were able to draw on all the very best specialist knowledge the industry has to offer to create a bespoke offering that will be able to service all of the COI’s many different needs.”
This is the first time the COI account has been managed by one single agency group.
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