Autoglass in talks to replace media buyer

Autoglass, the vehicle glass repair and replacement firm, is reviewing its £3 million media account out of Pure Media.

The company, a subsidiary of the UK firm Belron International, has started talks with rival agencies - it is not known if Pure Media will be invited to repitch.

Pure Media is the media buying division of Chime Advertising and Marketing Services and was formed last year out of AMD Media, AMD OJM and AMD First Financial. It shares the media account with HHCL Red Cell, which handles media planning for Autoglass.

HHCL is also responsible for the creative account. Recent ad campaigns have focused on the importance of the windscreen to the overall strength of the car. Using the strapline "Insist on Autoglass. We fit safety as standard", the campaign reinforced the point that 30 per cent of the car's strength is down to the windscreen.

Belron International is majority owned by the Belgian automotive glass company Dicobel, which in turn is owned by the Belgian car importer and retailer D'Iteren and the Belgian holding company Compagnie Benelex Paribas.

With operations in 24 countries across three continents, Belron International has an estimated 6 per cent share of the world's vehicle glass repair and replacement market.

Autoglass denied that the account was up for review. No-one at Pure Media was available for comment.

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