Associated Newspapers is to centralise its pounds 15 million media
planning and buying account into a single agency, bringing three of the
UK’s top newspaper brands under one roof for the first time.
Associated is preparing a pitch-list for the Daily Mail, Mail on Sunday
and Evening Standard business, which is split between two media
Optimedia handles the pounds 5 million media planning and buying for the
Daily Mail, while Motive handles the pounds 4 million Mail on Sunday
The Evening Standard’s pounds 6 million media was handled by YMG Carat
until the company merged with sister Carat agency, TMD, earlier this
year. TMD handles the centralised News International media business and
was forced to resign the Standard account - it has been looked after by
Motive since then.
The incumbents will pitch against at least two other media agencies.
Pitches are expected to take place later this month, with a decision by
the end of August.
The creative accounts, FCB’s Daily Mail work, Bartle Bogle Hegarty’s
Mail on Sunday account, and Abbott Mead Vickers BBDO’s Evening Standard
task - are unaffected. No-one at Associated was available for comment.