Clemmow Hornby Inge wins £7m Telegraph task

campaignlive.co.uk, Friday, 14 December 2001 12:00PM

Clemmow Hornby Inge has scooped the £7 million Telegraph

Group business after a pitch against Leo Burnett and

McCann-Erickson.



CHI succeeds J. Walter Thompson, which parted company with The Daily

Telegraph in late October, ending a relationship of more than eight

years with the paper. JWT was credited with keeping The Daily

Telegraph's circulation above the crucial one million mark, yet concerns

remain about the paper's ageing readership.



"Some people will see this as a bit of a leap into the unknown after

such a long time with JWT," the Telegraph Group's marketing director,

Mark Dixon, said. "But this is an incredibly exciting time for CHI and I

think we can share in that excitement, passion and dynamism. When people

sample The Daily Telegraph they find something exciting and we want the

ads to entertain and surprise a younger audience in the same way."



Dixon said that television would remain an "important part of the media

armoury" for The Daily Telegraph but hinted that other avenues could be

explored through CHI. The majority of The Daily Telegraph's spend was

shifted to TV last year behind JWT's "to a T" campaign.



"We're elated and very excited to be working with Jeremy Deedes and

Mark," Johnny Hornby, CHI's co-founder, said. "It was a real team effort

and I'm very proud of everyone at CHI. The Daily Telegraph will be a

defining account for us."



Lowe Lintas was originally included in the review, organised through the

AAR. However, the agency withdrew a fortnight ago to concentrate on its

attempts to poach the Trinity Mirror account from M&C Saatchi. McCann

took Lowe's place on the shortlist.



This article was first published on campaignlive.co.uk

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