Whatever the process, it has never been a waste of time for those agencies that are finally selected - just ask The Red Consultancy, Blue Rubicon, Freud and many others that have secured some of the most interesting pieces of business in the market.
However difficult it is to apply for the roster, it is equally challenging for those charged with putting the roster framework in place. It is a process replete with both privilege and pain. While providing an unprecedented overview of the state of the industry today, it also leads to agonising decisions to keep or cull good agencies in the face of outstanding competition. It makes The X Factor look like child's play. I hope that agencies are not disheartened by this departure from the normal roster process. I also hope the COI is smart enough to listen and learn.
- Janice Collins, former COI deputy director of PR.