Burnett out after Express rethink

Express Newspapers is reviewing its creative account eight months after appointing Leo Burnett to the task.

Express Newspapers is reviewing its creative account eight months

after appointing Leo Burnett to the task.



Paul Woolfenden, commercial director of the Express, has invited five

agencies to pitch, including Young & Rubicam, Fallon McElligott, St

Luke’s, RPM3 and Burnetts. However, the incumbent and Fallon McElligott

have decided not to pitch.



Woolfenden, who made the appointment of Burnetts one of his first acts

on arriving at the Express in April, declined to comment this week.

However, it is understood that plans for a national advertising effort

have foundered due to conflict between the marketing and editorial

departments. While the marketing department believed that brand

advertising was the way forward, editorial argued for a content-led

approach, a tactic used by the previous incumbent, Lowe

Howard-Spink.



At the time of the review, Woolfenden said Lowes’ work had been

’interesting, but perhaps could have been better’, adding that he

believed Burnetts would provide the Express with the same sort of

’excellent creative ideas’ it had come up with for the group’s Daily

Star title, which it has handled since 1988.



In October the mid-market newspaper tested a TV branding campaign which

used the tagline, ’Express yourself tomorrow’, in the North of

England.



In the 12 months to June, the Express spent pounds 2.5 million on

advertising while the Daily Star spent pounds 1.6 million, according to

MMS.



It is unclear whether the Star’s account will move as a result of the

review, but presentations will be strictly limited to the Express

titles.



In October, the Express’s sales were down 2.5 per cent month on month,

while the average six-monthly circulation figure year on year was down

more than 7 per cent.



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