By JEREMY LEE, campaignlive.co.uk, Monday, 31 July 2000 12:00AM
EasyJet has revealed the shortlist for its pounds 8 million UK
media planning and buying account.
Zenith, BBJ, BJK&E and the incumbent Matters Media have all been
selected to go forward to the final stage.
EasyJet used Agency Assessment to whittle down the list of agencies that
had thrown their hats in the ring.
’At least half a dozen agencies expressed their interest to us
directly,’ said Toby Nicol, EasyJet spokesman.
’By working with Agency Assessment we have narrowed them down and we
will award the account to the agency that best understands our brand,’
The winner will be announced in early September.
He said Matters Media had done a good job but that the low-cost airlines
market had developed - becoming increasingly cluttered and competitive -
since the agency was appointed.
EasyJet produces its creative inhouse and Nicol confirmed this
arrangement would continue.
Matters Media has handled the EasyJet account since the Greek
entrepreneur Stelios Haji-Ioannou launched the budget airline five years
Press has traditionally been EasyJet’s favoured medium, with broadsheets
and the Daily Mail taking around half the total advertising spend.
Outdoor pulls in around 30 per cent of the marketing budget, with the
advertiser favouring six- and 48-sheet sites in city locations.
The airline pours the remainder of its budget into internet
Matters Media also handles EasyEverything, the chain of internet
This piece of business is excluded from the media review.
EasyJet plans to float a quarter of its equity on the London Stock
Exchange at the end of October or early November. City analysts have
valued the airline at more than pounds 600 million.
This article was first published on campaignlive.co.uk