Compaq awards prize to Initiative

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 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

player.



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

Longhurst.



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

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