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.’