Franklin Mint, the collectables giant, is reviewing its pounds 18
million UK media business and has also put some of its other European
media accounts up for tender.
The company has already had conversations with a number of media
agencies and has invited tenders on either a UK-only or pan-European
basis. However, the company’s French media business is not thought to be
The UK media planning and buying account is handled by TMD Carat, and
Carat has all of Franklin’s European business, except in France where
the account is handled in-house.
The review is a statutory one and Carat is being invited to repitch for
the business, though CIA Medianetwork, MediaCom and the Media Business
are also in line.
Martin Barrett, the European advertising director of Franklin Mint, who
joined the company two years ago from the Northamptonshire-based
advertising agency, Blaze Advertising, confirmed the review. ’We haven’t
reviewed our media supplier for a while and we felt the time was right
to do it.’
Although initial discussions had taken place,’it has not yet been
decided whether all will wish to pitch on a pan-European basis,’ he
Franklin Mint is the biggest direct response marketing company in the
world, with turnover nudging the dollars 700 million mark. Its
above-the-line European adspend approaches dollars 30 million, though
the company also has a strong direct mail programme with similar
The bulk of this spend is in the UK market, where the Franklin Mint
Collection of coins has an advertising budget that tops pounds 10
million, according to AC Nielsen-MEAL.
Other products in the UK include Franklin Mint Plates, and the Heirloom
Dolls Collection. Above-the-line advertising is concentrated in women’s
magazines and newspaper supplements.
Creative for Franklin Mint is handled in-house and is unaffected by the