Government extracts £133m from its ad budget in just nine months
The coalition government has announced plans to run only “essential” advertising campaigns over the next four years as part of ongoing efforts to balance the books.
These measures mark the extension of a freeze on the governments marketing budget, a measure which has already saved £133m.
Part of the move will see a new vetting regimen established for any campaign valued at more than £100k, a decision which will now require “central approval”.
The Central Office of Information, the department responsible for coordinating the government’s communication expenditure, is itself under review with the intention of creating a payment by results system modeled on the US Ad Council.
Cabinet Office Minister Francis Maude said: “If you are prepared to look, billions can be saved from overheads and unnecessary costs at the centre of government.”