Agency: Fallon London
By CLAIRE BEALE, campaignlive.co.uk, Friday, 27 June 1997 12:00AM
Initiative Media has scooped the pounds 33 million pan-European
media buying account for Compaq as part of an international review by
the computer giant.
Initiative beat the incumbent, Equinox, to take the media account after
its sister creative shop, Ammirati Puris Lintas, won the consolidated
international account earlier this month (Campaign, 6 June).
Compaq decided to move its business into one agency earlier this year as
part of its drive to become the world’s leading information technology
However, there was a question mark over whether the media buying account
would also be realigned. Equinox is now understood to have been informed
that the business - which is worth pounds 7 million in the UK - will be
transferred to Initiative Media from 1 September.
Media planning, previously handled by Bates Dorland, will now sit with
APL’s in-house media department, headed by its media director, Paul
Kevin Morton, the managing director of Equinox, said: ’This is another
example of a massive international decision taken with no reference to
the quality of work that’s been done in the UK.’
Graham Appleby, a media director at Initiative, said: ’Together with APL
we are able to offer Compaq a ’full service’ proposition. The work
enables us to add to our press credentials and we will be staffing up,
which is a positive sign for the agency.’
This article was first published on campaignlive.co.uk