Lansdown beats off opposition for stint at Sunday Business

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Lansdown Conquest has won the Sunday Business account after successfully meeting the newspaper’s challenge to turn a brief into a TV commercial within 48 hours.

Lansdown Conquest has won the Sunday Business account after

successfully meeting the newspaper’s challenge to turn a brief into a TV

commercial within 48 hours.



The agency, up against Leagas Delaney in the final race for the creative

assignment on the account, not only produced the film but gained

approval from the Broadcast Advertising Clearance Centre to air it even

though it was not screened.



’It was a fair test because newspaper ads often have to be created at a

very late stage,’ Julian Saunders, Landsown’s chief executive, said.



’Newspaper clients are fast and demanding and you need to be creative,

quick and cost effective.’



Lansdown’s capture of the business follows a phone conversation about

the paper’s future advertising last year between Jeff Randall, its

editor, and Martin Sorrell, the chairman of Lansdown’s WPP parent.



Saunders, who was previously part of the Ogilvy & Mather team that

successfully pitched for The Sunday Times, submitted a strategy paper to

Randall, a former Sunday Times journalist.



As a result, Lansdown was invited to contest the business when it was

reviewed out of DMB&B (Campaign, 4 December 1998). Media buying stays at

MediaCom/TMBG.



Andrew Hart, the Sunday Business managing director, who trawled several

agencies with media client experience, said: ’A similar creative

strategy was purported by all the pitching agencies but Lansdown went

that extra mile and proved how its creative and strategic thinking will

work.’



Agency and client are currently in discussion about a TV, radio and

poster campaign, due to break at the end of the month.



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