COI names planning agencies

From an original list of 26 applications, COI has named MGM, The Media Edge, Media- Vest, Naked, New PHD, Optimedia, Unity and Zenith Media as the successful agencies.

According to COI, the decision to create the first roster for media planning reflects the increasing complexity of the media in the process of campaign planning.

Chief executive Carol Fisher said: "There is a need for media planning to move up the agenda.

"Creative agencies and media planners need to recognise the increasing importance of specialist audiences and make this central to their strategic planning."

During the pitches, agencies were asked to demonstrate their understanding of audiences that are traditionally hard to reach, their research techniques and to comment on the future of the media.

Director of marketing communications Peter Buchanan said: "I'm convinced we have seen and selected the best the UK has to offer."

The winning agencies will now be required to compete against each other for each individual piece of COI strategic media business.

COI will be responsible for a projected £150m spend on media this year across a range of campaigns, including police recruitment and minimum income guarantee.