The Communications Team has taken on ad sales for Private Eye -
with a brief to attract the kind of advertisers that traditionally get
slated by the title.
The shift in agency, from incumbent Madison Bell, is accompanied by a
brief to increase revenues from mainstream brands such as Saab - already
an important advertiser - and Volkswagen.
Bruce Settle, managing director of the Communications Team’s
eight-strong media services division, said: ’Everyone knows about
Private Eye - but the stories it runs tend to rub advertisers up the
To get around this, the Communications Team will be using Rod Sopp, a
former publishing director on The Face and Arena, on a consultancy basis
to raise the profile of the 40-year-old title among fashion and
Settle listed advertisers such as Paul Smith as likely targets for the
fortnightly magazine, which has a 70 per cent male readership and a
higher AB profile than The Guardian or Time.
The Communications Team will also be trying to lure advertisers with
tailored creative ideas. ’We’re a communications agency, not just a
sales house,’ said Settle.
’There will be more of a creative sell and we will be taking ideas to
planner/buyers. Private Eye should lend itself to more tailored
Handling Private Eye is something of a coup for the Communications
’It’s a flagship title,’ said Settle.
To date, most of the agency’s ad sales work has been for corporate
publications on behalf of clients such as Kew Gardens, P&O and the
Chartered Institute of Marketing.
Two staff are being taken on to run the account.Classified sales manager
Cecilia Nicholson will be joining from Madison Bell on 12 May, while Rob
Grainger moves from Essential Publishing to take charge of display