Group M’s COI prize not just about the money

The last couple of years have seen growth in Government marketing spend outstrip a recessionary market. A healthy boost therefore for Group M, today announced as the winner of the COI’s c. £250m integrated media pitch. But with a likely Tory Government planning to slash COI total marketing spend by over 40%, what kind of opportunity does the win really represent?

Government adspend has been an easy focal point for criticism of “Big Government”. Labour policies have positioned advertising alongside legislation in a persuasion/coercion double act, designed to steer our behaviour. We no longer smoke in public places – because it’s illegal but also because it’s frowned upon. Kids even talk to Frank about the risks of drug taking, and COI’s rigorous evaluation has shown that such campaigns save the country money.

Social intervention through marketing is politically divisive. But what about the beneficial impact of such Government communications on the whole “why advertise?” argument?

The COI has arguably done more to enhance the credibility of advertising in recent years than any commercial organisation. The marketer’s holy grail of behaviour change is being achieved over and over again, sometimes even without resort to legislation. In November, the COI published its paper on Communications and Behaviour Change, putting real understanding of consumer behaviour at the heart of COI strategy. No wonder Rory Sutherland has felt the need to passionately champion Behavioural Economics among agencies. The public sector is starting to look like the expert here, and the private sector is playing catch-up for the first time.

Whether spend decreases, or the Tories have a conversion, the COI win will position Group M at the forefront of strategic media thinking, not just billings tables, for the next four years.