Cinven, the UK venture capitalist group which handled last year’s
pounds 860 million IPC Magazines management buy-out from Reed Elsevier,
has picked Mitchell Patterson Grime Mitchell to raise its profile across
A budget of more than pounds 1 million is said to be backing the
initiative, which is intended to bolster awareness of Cinven against
well-established rivals, many of them from the US.
The initiative will kick off before the end of the year with a print
campaign in the Financial Times and other international publications,
including The Economist. Media buying will be handled by Citigate Albert
The creative assignment, which moved out of CDP at the end of 1996, was
awarded to Mitchell Patterson without a formal pitch after Cinven
executives had consulted the AAR about possible contenders for the
Neil Patterson and Steve Grime, the agency’s creative partners, have
produced the campaign.