COI signs exclusive deal for UK door-drops
The Central Office for Information (COI) has chosen a single agency for the first time to handle the Government’s #2m door-drop account, potentially handling campaigns to all 26 million households in the UK.
The Leaflet Company has been selected to manage all future door-drops, following a four-way pitch against Tri-Direct, Circular Distributors and National Letterbox Marketing.
The COI carries out around 20 door-drop campaigns a year. Last year’s Preparing for Emergencies push, for example, targeted households across the whole country. The push was handled by Royal Mail. According to Marc Michaels, director of direct and relationship marketing at the COI, the move is designed to take advantage of aggregated buying and improve targeting.
He says: “The COI is continually looking at ways of improving efficiency and effectiveness.
“By having a sole supplier, we can maximise savings, reduce tendering costs, and take a strategic view of how door-to-door media can be best used.”
Mark Young, managing director of The Leaflet Company, adds: “We will be helping the COI raise the profile of door-drops within government by constantly evaluating the best methods to use and achieving tangible results.”
