BJK&E lands pounds 2.5m travel work

BJK&E has inherited pounds 2.5 million worth of travel business from Optimedia, marking the first tangible effects of the acquisition of the BJK&E network by True North Communications on True North’s media business in Europe.

BJK&E has inherited pounds 2.5 million worth of travel business

from Optimedia, marking the first tangible effects of the acquisition of

the BJK&E network by True North Communications on True North’s media

business in Europe.



BJK&E has taken on the media planning and buying briefs for the Jamaica

Tourist Board, the Illinois Board of Tourism, British Virgin Isles and

the Valle D’Aosta region of Italy - all of which are handled by True

North’s FCB agency.



FCB previously used Optimedia as its preferred media agency but will now

cease to do so following the acrimonious split last year with its global

agency partner, Publicis, with which it co-owned Optimedia.



FCB TravelMarketing, FCB London’s dedicated travel and destination

marketing division, was responsible for shifting the accounts into

BJK&E. David Winter, FCB TravelMarketing’s man- aging director, said

that moving the business was ’an easy decision to make.’



If BJK&E gathers a degree of expertise in travel media as a result of

the gains, it could end up creating a new internal unit along similar

lines to Advance, its in-house IT specialist. Mark Patterson, the

managing director of BJK&E, said such a move would help boost revenues

as specialist clients deliver higher margins.



He added: ’The travel sector requires a degree of media specialisation

which we are keen to learn and apply. We have learnt a great deal and

had tremendous success through setting up Advance as an IT specialist

area. A portfolio of dedicated and focused media units may be one way to

grow our business.’



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