The Central Office of Information has appointed Jamie Galloway, a
media agency strategist, as head of media development. His brief is to
spearhead the COI’s marketing drive through new digital channels.
Galloway, who joins next month, was formerly international media manager
at MediaCom TMB, where he was involved in the development of new media
and interactive projects for clients including Nokia.
He will be charged with deciding how digital and interactive television,
and new media and sponsorship, can be used in marketing government
Galloway’s appointment comes at a time when government marketing budgets
are being diverted into below-the-line activities and interactive
Corinne Purton, of the COI’s marketing communications group, said:
’Interactive communication is playing a much more important role in
government information campaigns. It provides an effective way for the
public to interact with the government.’
The COI’s recent annual report showed that out of a marketing spend of
pounds 173.4m, some pounds 68m is now spent outside mainstream
advertising. The internet now accounts for 30% of response to Army
The COI also intends to spend more on broadcast sponsorship, and
offering strategic consultancy services to individual departments.
Other government departments such as the Department of Health are
already looking at the role interactive and digital television can play
in their marketing activity. NHS Direct is working on a deal with
Flextech to back its Living Health interactive channel, which launches
Galloway’s brief will also include responsibility for COI sponsorship of
digital media. While at MediaCom, he handled Nokia’s sponsorship of the
International Skiing Federation’s Skiing Championships for the launch of
its 6110 mobile phone model.
Earlier this year, the COI drew up its first sponsorship roster with the
specific goal of moving into programme production and sponsorship.
Agencies including CIA’s Mediavision Integrated (MVI) and Broadcast
Innovations are working on campaigns and consultancy in the interactive