The Advisory Committee on Advertising (ACA) was replaced by the Government Strategic Marketing Advisory Board (GSMAB) in January 2008. GSMAB has a wider remit than the ACA, not only holding the Central Office for Information (COI) to account but also all Government Departments.
The current members of the Government Strategic Marketing Advisory Board are:
John Mayhead (Chairman, private sector)
Andrew Stott (Cabinet Office)
Mark Lund (Central Office of Information)
Sian Jarvis (Department of Health)
Sue Garrard (Department for Work and Pensions)
Tim Mack (National Savings and Investment)
Yasmin Diamond (Home Office)
Amanada Mackenzie (private sector)
Elizabeth Fagan (private sector)
Tim Evans (private sector)
(a) Members are appointed by the Minister on the recommendation of the Permanent Secretary Government Communication.
(b) Appointments to GSMAB has been for an initial two year period.
(c) The independent Chair of GSMAB receives an annual fee of £5,000 (ex VAT), all other GSMAB members are unpaid.
Under the Board’s terms of reference the objectives of GSMAB are:
To review planned Government marketing campaigns, with a particular focus on cross departmental campaigns and provide independent validation that strategic marketing across Government Departments, including the contribution of COI, is effective, transparent and efficient.
Monitoring COI performance in the development and purchase of communication products and services to improve the efficiency and effectiveness of strategic marketing across government and ensure best value for the taxpayer.
To serve as an independent body and formal mechanism for the exchange of best practice ideas between Government and private sector practitioners providing comment and recommendations to improve the effectiveness of marketing across government.
The Chairman of the Government Strategic Marketing Advisory Board reports at least annually to the Minister for the Cabinet Office. The Board provides advice and recommendations to the Permanent Secretary, Government Communications.