Andrews Aldridge wins NI direct brief

LONDON - News International has awarded its £5 million direct marketing account for The Sun and News of the World to the Engine Group-owned Partners Andrews Aldridge without a pitch.

News International…The Sun and News of the World's direct marketing will be handled by Partners Andrews Aldridge
News International…The Sun and News of the World's direct marketing will be handled by Partners Andrews Aldridge

Partners won the brief after chemistry sessions with the NI managing director, customer direct, Katie Vanneck-Smith. The titles already have relationship with the Engine-owned ad agency WCRS.

The agency has been briefed to create all customer relationship management programmes and direct activity as NI bids to increase revenues through loyalty and online.

The NI direct account was previously with EHS Brann, but Vanneck-Smith wanted an integrated agency relationship to mirror the way in which Times Newspapers works with CHI & Partners on advertising and direct.

In common with most national newspapers, The Sun and News of the World are battling circulation declines. The most recent ABC figures show The Sun's circulation fell 2.39 per cent year on year to 3,079,451, while its sister title fell 3.48 per cent to 3,129,162.

EHS had held the account since 2005 when it was appointed by the former NI marketing director Roland Agambar, who left to join Associated Newspapers in January.

Vanneck-Smith, said: "As our business changes, it is important that we have an integrated approach with our agencies. This is a sensible move, not only financially, but, more importantly, from a customer point of view as it ensures clarity of message."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).