HPT prises Bloomberg task from CDP

HPT Brand Response has won the advertising business for Bloomberg without a pitch.

HPT Brand Response has won the advertising business for Bloomberg

without a pitch.



The win indicates a shift in focus for the market data company from

above-the-line advertising to below-the-line work. CDP picked up the

task of helping Bloomberg boost its European profile last year

(Campaign, 12 December 1997), but HPT will now take the lead on

marketing activities.



Bloomberg specialises in real-time financial news and data in

competition with the likes of Dow Jones. As well as the ’screens’ for

which the company became famous, Bloomberg owns television channels,

radio stations and magazines.



Although the company is US-based, its presence in Europe and the UK has

been growing over the past few years. HPT’s job will be to build on that

growth.



Tim Patten, a managing partner of HPT, explained: ’Bloomberg has some

great products, but not many people know about it. We will be raising

awareness of what it can do, targeting media buyers and marketing

directors as well as potential viewers of the television channel.’



Anna Bateson, the head of marketing and communications at Bloomberg,

added: ’We are repositioning our marketing away from above-the-line

work, taking a more focused, below-the-line approach. HPT has the

talents and experience to answer the particular needs we have at the

moment, and showed an instant feel for the business.’



HPT is currently preparing its debut work for the company, although it

is not known when the work will break. Patten said: ’Bloomberg has

challenged us to think outside the box, be original, be distinctive and

produce something brilliant. No agency can ask for more from a

brief.’



Bloomberg was established in 1981 by Michael Bloomberg - who still runs

the operation - on the back of a dollars 10 million payoff from the

investment bank which formerly employed him.



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