ICD, the lifestyle database company, is poised to appoint the
Media Centre and Evans Hunt Scott to handle the advertising for its new
national households survey.
The Media Centre won the business in a pitch against the direct
marketing media specialists, Mansfield Lang. ICD had been using IDK
Media for a two-area advertising test last year, but IDK is understood
to have declined to pitch for the media account.
Evans Hunt Scott took the creative business after pitching against Grey
Direct and Space City, the agency that created the test advertising
The two appointed agencies will work together on a campaign to
encourage the public to fill in their copies of ICD’s new lifestyle
The project will mail three separate surveys to the UK’s 24 million
households and is backed by a pounds 21 million marketing spend.
Nancy Dull, the head of marketing and design at ICD, would not comment
on advertising budgets for the project, but a figure of pounds 1
million is understood to have been set aside for an initial one-week
burst, with a total spend of more than pounds 2 million allocated for
the first year.
The aim of the ICD survey is to provide advertisers with information
about niche areas of consumer behaviour. The first survey includes 150
questions sponsored by a number of companies, covering sectors such as
motoring, health, finance and travel.
The survey is expected to achieve around 3.6 million responses, making
it the largest achieved by any survey other than the Census. The
results will be made commercially available once the information has