UK’s COI aims to save by upping marketing spend
Bigger government. The UK’s Central Office of Information spent £211 million on advertising in the 12 months to end-March, up 35% on the previous year. Digital marketing rose 84% to hit £40 million. Total spend was £540 million, an increase of almost 50%
“The need for government to communicate with the public is greater than ever as society faces challenges such as obesity, climate change and the recession,” says Mark Lund, the COI’s chief executive. “Government campaigns can help save lives and save money. … Changing behaviour is difficult, but the benefits to the taxpayer and society can repay the investment many times over.”
