Current status: Answered by Shona Robison on 20 November 2024
To ask the Scottish Government, further to the statement in the letter of 3 October 2024 from its Directorate for Culture and Major Events to the managing director at The Orcadian that it is advised by procured agencies on the most "cost-effective media mix", whether it oversees the assessments made by procured agencies, and, if so, how.
All Scottish Government media planning and buying is proposed by media agencies appointed in call-off arrangements from the Media Planning, Buying and Associated Services Frameworks. The Providers of the Framework services have all been successful as a result of competition which evaluates Quality and Price, therefore offering the Most Economically Advantageous Tender(s) within the market place.
Media agencies take an evidence-based approach to developing a media strategy to deliver campaign objectives reflecting audience media consumption. All media plans and schedules procured in the call-off arrangements from media agencies are robustly assessed by Scottish Government marketing teams, across a range of different criteria including audience reach and frequency by channel; effectiveness of the media mix in delivering against SMART marketing objectives and policy outcomes; along-side quality and price.