It will be interesting to see what happens come Feb 2018. The Government account is huge, so eyes will be on the market
Alex Aiken, executive director of Government Communications, cited Procter & Gamble chief brand officer Marc Pritchard’s warning earlier this year that the supply chain is "murky at best and fraudulent at worst" Writing for Campaign, Aiken said he wanted the government to "play a leading role in tackling the biggest challenges facing modern advertisers" and "restoring some of the trust that has been lost". He set out an ambition for all the government’s digital advertising to have "100% viewability" and "tackle head-on the risks around the programmatic supply chain". The Cabinet Office and the Crown Commercial Service are running the statutory review, which is being called after four years and will formally begin in February 2018. They plan to use ISBA’s new, tougher media agency framework contract in its negotiations with agency groups.