Daily Mail hands M&C Saatchi £35m ad task

LONDON - The Daily Mail has moved its £35 million advertising account out of The Law Firm and into M&C Saatchi, ending the newspaper's 25-year relationship with its lead creative, Brian Watson.

Daily Mail...moving ad account into M&C Saatchi
Daily Mail...moving ad account into M&C Saatchi

M&C Saatchi’s appointment, which was made without a pitch, comes as the Daily Mail plans to significantly increase its overall marketing spend to £50 million, including £35 million on advertising.

A new ad campaign is set to launch in the new year and will run across TV, press, outdoor and online channels. The ads will seek to attract a wider readership by promoting the paper’s range of content.

M&C Saatchi has done some project work for the Daily Mail in the past. 

The move does not affect Bartle Bogle Hegarty, which continues to produce advertising for The Mail on Sunday.

Watson had worked on the Daily Mail account since the early 80s, when it was handled by FCB London.

The account moved with him in 2006, when he joined The Law Firm.

Roland Agambar, the chief marketing officer at Associated Newspapers, said: "The Daily Mail has developed a customer-centric marketing plan that will continue to drive the brand forward.

"We’ve appointed M&C because they demonstrated a belief and ability to deliver this insight across different platforms."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published