Marc Sands, the marketing director of Guardian Newspapers, has called
the review, which marks the end of the paper's four-year association
with O&M. The agency will not be repitching.
Sands is looking to build on the existing creative work, which has seen
the paper enjoy a circulation rise over the past 12 months, and has
drawn up a shortlist. Fallon, Mother, Leagas Delaney, BMP DDB and
Malcolm Moore Deakin Blazye will compete for the task. Sands appointed
BMP to The Guardian's £6 million advertising account in
Sands cited creative differences as the reason for the review. "O&M has
definitely played its part in turning that paper's fortunes around," he
said. "I have a feeling, though, that there is much better work that can
be done on The Observer. We have tried to develop this (with O&M) over
the past few months but it just hasn't worked."
"I don't think we'll move to the next stage with O&M," Sands added. "The
Observer is on a major up and we need to ensure this continues. This is
the time to step on the gas."
A decision is expected by the end of October.
O&M scooped The Observer's account in 1997 following a four-way pitch
against BMP, Abbott Mead Vickers BBDO and WCRS. It has created a cinema
campaign based on a Bollywood theme, as well as extensive print work to
support The Observer Sport Monthly.