Civil Service in the news
New Board to oversee Government marketing in new media age
The effectiveness of Government marketing will be monitored by a new board whose job will be to ensure that the taxpayer gets value for money, Cabinet Office Minister Gillian Merron announced today.
The Government Strategic Marketing Advisory Board (GSMAB) will replace the existing Advisory Committee on Advertising (ACA). ACA recommended that its role needed to evolve to better reflect the changing way in which government communicates with the public. Government now uses a much broader range of marketing tools and advertising is not the sole channel of paid-for communication.
This new board will monitor all government marketing activity, not just spend through the Central Office of Information (COI).
John Mayhead, a senior marketing professional, will chair the new board whose objectives will be to:
- provide independent validation that strategic marketing across government departments, including COI's contribution, is effective, transparent and efficient;
- help government ensure best value for the taxpayer in its development and purchase of communication products and services; and
-
serve as an independent body and formal mechanism for the exchange of
ideas and discussion of issues related to:
- improving the efficiency and effectiveness of strategic marketing across government
- creating a partnership between key stakeholders to improve the effectiveness of marketing across government.
Gillian Merron said:
“ACA has done a terrific job ensuring that value for money has been achieved for the taxpayer and contributing towards COI being able to achieve substantial media buying savings.
“We have to acknowledge that as the media landscape evolves so does the way in which Government communicates with people. It's important that governance arrangements also keep pace with these changes.
“I am delighted that John Mayhead has agreed to chair the new advisory board. His significant experience in the private sector coupled with his knowledge of how government works should ensure that he brings the necessary level of challenge to ensure value for money.”
John Mayhead added:
“I am delighted to have the opportunity, with the rest of the new board, to create from the start a partnership that will improve the effectiveness of marketing right across government and ensure that it continues to be effective and give the taxpayer value-for-money.”
The new board will meet for the first time in February 2008.
