COI hires chief for digital role

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

policy.

Galloway’s appointment comes at a time when government marketing budgets

are being diverted into below-the-line activities and interactive

media.

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

recruitment ads.

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

next year.

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

sector.

This article was first published on Marketing