Translated from wuv.de
In August, the Press and Information Office of the Federal Government (BPA) re-tendered its approximately 100 million euro media budget.
Now the first decision has been made in the selection process: the media agency Carat takes over the Dentsu Aegis Network. The budget for cross-media planning is awarded to the Omnicom agency PHD Media .. Both agencies will start their work in January 2018.
It is noteworthy that for the first time the government is allocating the budgets for planning and purchasing separately. The media agency Carat had previously (since 2007) responsible for the overall media budget and now takes over the exclusive purchasing. The media planning budget will be distributed to three Planning Agencies Unit Media-Unit 201.
In addition to PHD Media for Crossmedia, there will be a digital planning agency and one for outdoor advertising and ambient. The selection process for digital planning and planning for outdoor advertising is still ongoing. A decision will be made by the end of November at the latest.
Media volume more than doubled
The gross median volume of the BPA has increased from 40 million euros in 2013 to 100 million annually. In the past two years, 80 percent of the switching volume was accounted for by the ministries and the BPA, with the remainder distributed to other authorities. The estimated sums are not necessarily retrieved completely.
There are reasons for the budget swell: more ministries and authorities now have their media purchasing centrally coordinated by the BPA with 24 ministries and public authorities involved in the re-tendering of the media budget for the last legislative period from 2014 to 2017.
In the meantime, the number of participating institutions has increased to 40 ; the houses also have a greater need for communication due to the changed media landscape.