Book Club Associates gives creative task for World Books to Saatchis

Saatchi and Saatchi has landed the creative account for Book Club Associates’ World Books brand after a two-way pitch with an undisclosed rival shop.

Saatchi and Saatchi has landed the creative account for Book Club

Associates’ World Books brand after a two-way pitch with an undisclosed

rival shop.



Saatchis has been the creative agency of record for broadcast

advertising for World Books for six years. In the year to September

1996, World Books’ broadcast spend was pounds 394,000, according to

Register-MEAL, while press work for the period was recorded at pounds 12

million.



Adam Crozier, the joint chief executive at Saatchis, said: ’We believe

that BCA is perfectly poised to exploit the growth in home

shopping.’



BCA, which is the UK’s biggest direct marketer, is struggling to control

a declining share of an increasingly competitive book market. The

company has lost several senior marketing staff over the past year. The

collapse of the Net Book Agreement in 1995 has proved to be another

thorn in its side, with high street chains now selling books at

discounted prices.



Crozier promised that the agency will be producing more arresting

advertising in a category that has been dogged by its hard-sell

reputation.



’The days of wallpaper advertising for this sector are dead,’ he said,

adding: ’We will offer consumers something other than price. We will

sell the magic of books.’



The brief will focus on exploiting a new BCA database that has been

developed over the past two years and includes a review of brand

positioning. Media is unaffected, and remains with the Media Business

Group.



Book Club Associates marketing manager, Keith Hawkins, said: ’Saatchis

is what we need to take World Books forward in the post-Net Book

Agreement era.’



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