The Government has today confirmed that Manning Gottlieb OMD has been awarded the contact for its media buying framework.
MGOMD, part of Omnicom group, will be the sole media buying partner for the UK government for the next four years, taking over from Carat. The deal is valued at around £600m over the four years and will deliver more than 140 campaigns.
Writing for Campaign, Alex Aiken, executive director of Government Communications, said the Government’s relationship with Manning Gottlieb OMD will be based on “an entirely new” media framework which has been created in collaboration with the Crown Commercial Service and consultants PwC.
The Government also drew on expertise from major clients, including Unilever, 02, Nestlé, BT and Direct Line, as well as ISBA, the body that represents them.
“It has been a challenging few years for the marketing industry, and Carat has been pivotal bringing government into the digital programmatic era,” Aiken said.[advert position=”left”]
However, citing the Cambridge Analytica scandal, upcoming GDPR and alluding to the ‘murky’ world of programmatic ad buying, Aiken said the industry is being forced “to look hard at itself and its structures”.
“Many commentators are questioning the old agency models, which are coming under increasing threat as more advertisers demand transparency from, and insight into, previously murky supply chains.
“Our media buying partner will be critical in enabling us to navigate these shifting sands and ensure that we continue to be a leader in delivering innovative and effective communications.”
Manning Gottlieb OMD said: “We are immensely proud to embark on this progressive new partnership with HM Government. We look forward to working together to set the global standard for transparency and outcomes-focused buying.”
The new framework officially begins in November.
