Tiny lines up three agencies for pounds 24m media buying pitch

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 10 December 1999 12:00AM

Tiny Computers is looking to centralise its pounds 24 million media account and has called a three-way pitch.

Tiny Computers is looking to centralise its pounds 24 million media

account and has called a three-way pitch.



The incumbent agencies, the Collins Partnership and MBS Media, have been

asked to pitch for the account. Carat is also contesting for the account

through its direct marketing arm, Carat Direct, to avoid conflict with

its other PC client, Dell Computers.



It has worked on Tiny Computers in the past through its

business-to-business division, Carat Business, which worked on the

direct sell part of the account.



Collins Partnership is responsible for the press buying for Tiny, which

during the 12 months to September accounted for just under 80 per cent

of the computer company’s adspend.



MBS Media carries out the broadcast media buying for the account.



The computer company is expected to make a decision before

Christmas.



Tiny Computers took an aggressive marketing stance during the summer,

when it launched personal computer give-away offers tied to its internet

service provider, Tiny Online. Consumers who signed up for Tiny Online

for a minimum of a year were offered free internet-capable PCs. This

marketing strategy came as Freeserve and a number of US companies

launched cut-price internet PCs.



The company, which has a turnover of pounds 250 million, sees the free

PC as a long-term marketing strategy as the computer becomes a commodity

like the TV.



Tiny Computers’ marketing director, Neil Stevens, was not available for

comment as Campaign went to press. Tiny Computers’ creative agency,

Golley Slater & Partners, is not thought to be affected by the review.



This article was first published on campaignlive.co.uk

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