A new world standard in government media evaluation
IPA Effectiveness Awards Case Study 2024
OmniGOV@MGOMD was established to be the world’s best government media buying service and deliver better outcomes for UK government departments and related arms-length bodies. As part of a broad push to instil an effectiveness culture across multiple teams, a database of effectiveness benchmarks was created for government paid-for media campaigns. It has been used to guide marketers and agencies to make better decisions in campaigns of different types and budgets. This case presents evidence this work has led to a variety of better outcomes and communications now ranks among the most accountable forms of investment made by UK government.
Click to purchase this case study >Client Statement
Conrad Bird CBE, Director, Campaigns & Marketing, Cabinet Office
Given the fact that we are investing tax-payers money, effectiveness lies at the heart of Government communication; the campaigns we deliver cannot be measured by sales and profitability targets, but by behaviour changes - to personal health, job creation and recruits to deliver essential public sector services. OmniGOV have evolved the way Government campaigns are planned and bought, creating a new standard in media evaluation, and embedding a culture of effectiveness across government. We are immensely proud of our collective achievements.
Silver Winner
Title
A new world standard in government media evaluation
Brand
Government Communication Service
Client
UK Government
Agency
MG OMD
Principal Authors
- Matthew Philip - MG OMD
- Sally Dickerson - Benchmarketing @ MG OMD
- Sophia J. Durrani - MG OMD
Contributing Authors
- Ila De Mello Kamath - Ila De Mello Kamath
- Emma Scoular - MG OMD
- Lucia Li - MG OMD
- Spyros Maliadis - MG OMD
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