Agencies on the roster have already begun pitching to be retained, with a final announcement expected in the spring.
A COI spokeswoman confirmed that the roster would be streamlined. 'We anticipate that the number of branding agencies on the new marketing, brand and strategy consultancy framework will be reduced from its current level.'
The cutback follows news that the COI is looking to merge its above- and below-the-line agencies into a single roster, to handle its £338m marketing spend. COI's ad roster comprises 26 agencies, but is due to expire in July.