NEWS: DMB&B and BBJ scoop Littlewoods joint prize

By CLAIRE BEALE, campaignlive.co.uk, Friday, 15 December 1995 12:00AM

D’Arcy Masius Benton and Bowles and BBJ Media Services have landed the Littlewoods centralisation after a month-long pitch for the business.

D’Arcy Masius Benton and Bowles and BBJ Media Services have landed the

Littlewoods centralisation after a month-long pitch for the business.



The centralisation brings together advertising for the Littlewoods

Pools, Spot the Ball and Charity Scratch Card accounts and involves a

dramatic increase in ad budgets for 1996.



The account incorporates pounds 8 million of brand-building advertising

and pounds 14 million behind Littlewoods’ FA Cup sponsorship and its

commercial exploitation.



DMB&B pitched against Lowe Howard-Spink and Bates Dorland for the

creative account, which was previously split between Lowes (Pools),

Dorlands (Scratch Cards) and the Manchester-based agency, Stowe Bowden

Wilson (Spot the Ball).



BBJ saw off competition from Lowes, TMD Carat and CIA Medianetwork to

take the centralised media planning and buying prize. Stowe Bowden

Wilson and Equinox Communications were the media incumbents on Spot the

Ball and Scratch Cards respectively.



Barry Cook, managing director of DMB&B, attributed the agency’s win to

‘a combination of in-depth understanding of the client’s business and a

terrific creative product’. He added: ‘We’re pleased to have won against

such tough competition.’



Jerry Buhlmann, managing director of BBJ, said the media pitch was based

on a wide-ranging brief: ‘It was not just about planning and buying, but

about a total communications package.’ BBJ has devised a communications

strategy for Littlewoods which integrates advertising for the three

divisions.



Although DMB&B and BBJ pitched separately for the business, Tony

Hillyer, the marketing director of Littlewoods, said that the two

agencies would form a balanced team.


‘Splitting the business in this way will enable us to get the best

results out of the agencies and maximise our business performance,’ he

added.



Littlewoods’ share of the soft-gambling market has come under increasing

pressure since the launch of the National Lottery at the end of last

year. Sales for the Pools division are said to have fallen by around 20

per cent over the past year.



Hillyer was drafted in last July to build a long-term marketing platform

and Littlewoods is now keen to build on its first year of TV advertising

through a more coherent strategy for 1996.



This article was first published on campaignlive.co.uk

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