COI strategy unit sets up first branding agency roster

LONDON - COI Communications has created its first marketing strategy agency roster. It will replace its branding roster and encompass brand strategy, internal communications and consumer insight.

The new roster of 84 agencies has been set up by the COI's Strategic Consultancy Unit and, according to Andrew Wade, director of consultancy, will ensure that it is able to cover the entire marketing strategy.

'The scope of communications is much more complex, so the creation of this roster is all about improving the quality of thinking that goes into all marketing prior to execution,' he said.

Wade denied that an 84-agency roster would create additional bureaucracy for the organisation, adding that by giving it such a wide scope, the COI ensured the roster contained leading agencies across all fields.

The roster is composed of 28 different categories, which include effectiveness, internal communications, consultation and insight. Listed agencies across a range of disciplines include The Ingram Partnership, Enterprise IG, Circus Communications, Interbrand, The Henley Centre, Dragon and Naked Communications.

Most of the agencies have not worked with the COI before and Wade said that they had benefited from it expanding the roster and giving greater focus to consultancy and strategy.

'It's a good way of making sure we can understand what their strengths are,' he added.

Successful agencies will be expected to work together in teams on specific projects in the future. The roster will next be reviewed in 2008.

The COI will continue to have a separate design agency roster, which is currently under review. The process is expected to finish by the end of next month.

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