Franklin Mint reviews pounds 18m media business

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.

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

under review.



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

said.



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

budgets.



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

media review.