The Newspaper Society has appointed BDH TBWA to handle its pounds 3
million generic marketing campaign to promote Britain’s regional press
to national advertisers.
The Manchester agency scooped the account following a four-way pitch
against IMP, Smith Bundy Carlson and Clark McKay Buckingham. BDH TBWA
will start work immediately on a campaign that will launch in March and
include trade press and regional press advertising, direct mail and
Charles Ross, the Newspaper Society’s national development manager,
said: ’BDH TBWA is based in the regions and has a direct division. A
large part of the campaign will be targeting senior decision-makers with
direct marketing. It will also be a challenging agency for us - the
people there won’t just nod their heads - we need an agency which is
stimulating to work with and makes sure that we grow our profile.’
Neil Griffiths, the deputy managing director of BDH TBWA, said: ’It will
take more than advertising to change people’s perceptions, so we have
come up with a novel approach. We will not simply be running a few
glossy trade ads. We have to stop people in their tracks and change
The campaign will form part of a long-term awareness initiative for the
regional press and follows pledges by regional newspaper owners to
increase their subscriptions to the Newspaper Society in order to
support the new campaign (Campaign, 4 December 1998).
A steering committee of publishers will oversee the campaign which will
try to win the regional press a larger share of national advertising.