CIA Medianetwork scooped pounds 5 million of new business this
week, taking the media planning and buying accounts for the ceramics and
crystal specialist, Wedgwood, and the mobile phone company, Hagenuk
CIA scooped the Wedgwood brand without a pitch and will start work on
the account immediately.
The pounds 3 million Wedgwood media planning and buying business moves
into CIA as the group prepares to expand its brand portfolio beyond
Wedgwood appointed Mustoe Merriman Herring Levy to handle its creative
account earlier this year, and Mustoes will now work with CIA to develop
a branding campaign.
Wedgwood’s plans include moving into leather handbags, and also luxury
tea and coffee blends. The company intends to target a younger market
and modernise its image. Advertising will be key to the success of this
At the same time, CIA has won the pounds 2 million media account to
launch Hagenuk, a major manufacturer of telecommunications equipment,
into the UK.
Hagenuk’s flagship product, GlobalHandy - one of the first mobile phones
with a built-in antenna - is already available in the UK, and the
company is now planning an aggressive marketing drive. Ad budgets are
likely to be increased as sales grow.
Mike Anderson, the marketing director of CIA, said: ’These two clients
are attracted to our highly successful full-service media offering and
provide exciting challenges for our media planners to come up with
innovative media solutions.’