In a column written for PRWeek, London Communications Agency director Luke Blair says: 'In Whitehall, among local councils and in the NHS too, there has for some time been recognition that you do not need to keep replicating the same campaign among those public bodies that share similar sectors, geographies or disciplines.
'Why have hundreds of websites all offering the same front door to local health services, or public health campaigns on smoking or obesity that are all trying to achieve the same outcomes, running in neighbouring boroughs at the same time?'
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