CIA Medianetwork has scooped the pounds 10 million Rank Holidays
centralisation account to add to the centralised Rank Leisure business
it picked up last month.
The account embraces media for Rank’s four holiday companies. CIA saw
off competition from the other incumbents on the Rank Holidays
CIA already handled the pounds 6 million media planning and buying
account for Butlin’s and pitched against MBS Media, which held the
pounds 3 million Haven Holidays business, and Media Options, the
incumbent on the pounds 500,000 Warner Holidays task.
Leo Burnett’s media department was also involved in the pitch as the
agency already handles the Butlin’s creative account. BJK&E, the
incumbent on the pounds 1 million Oasis Villages business, decided not
to pitch for the centralised account.
CIA’s win brings its total Rank business to more than pounds 20
Mike Tunnicliffe, the managing director of CIA, said the media
independent was able to demonstrate the efficiencies of centralising the
holidays and leisure divisions.
However, Glenn Burton, the chairman of MBS Media, has spoken out against
the structure of the pitch, claiming that Rank had ultimately taken a
group view on the holidays pitch, which went in CIA’s favour as the
incumbent on the leisure business.
’We are very disappointed to learn that Rank Holidays has moved its
business in with the Rank group, rather than making a decision by
division - but these things happen,’ he said.
Peter Allport, the commercial services director of Rank Holidays, said
of CIA: ’It demonstrated to us that as well as offering distinct
planning and buying advantages by pulling our media together, it would
be able to deliver enhanced value through its wide range of services.’