Indy splits with Lowes in favour of Euro RSCG

The Independent has dumped its incumbent agency of just six months, Lowe Howard- Spink, and given the account to Euro RSCG Wnek Gosper.

The Independent has dumped its incumbent agency of just six months,

Lowe Howard- Spink, and given the account to Euro RSCG Wnek Gosper.



The decision comes after secret talks which also involved Walsh Trott

Chick Smith.



Lowes’ managing director, Paul Hammersley, intimated that the agency had

been the victim of the Independent’s continued failure to find a sense

of direction.



He commented: ’There is a sense that the Independent is still looking

for the holy grail, and lashing out at an agency is part of that. Their

circulation growth is not on target. It’s not going as well as they

hoped it would and they couldn’t necessarily agree with our way through

that.’



Hammersley said he had been particularly pleased with the ’litany’

cinema campaign released earlier this month, which he believed could

have formed the foundation for a wider campaign.



He added: ’They couldn’t criticise us for the work that we did week in

and week out, producing high-quality tactical work. We did it quickly,

and to budget, so when you get a client talking about chemistry and

relationships, you suspect that there’s something else going on.’



The Independent’s commercial director, Steve Miron, said: ’Lowes has

helped get us off the ground and build the brand again. But if they were

honest with themselves, and we have been with them, we have gone as far

as we can go with Lowes and we need another agency to move us on to the

next stage of the newspaper’s development.’



Euro RSCG’s chief executive, Brett Gosper, said: ’I was surprised that a

recent relationship could break down so quickly. An agency is always

suspicious of that, but we were more confident that we could handle the

business in the long term.’



Referring to the agency’s plans for the newspaper’s future advertising,

Gosper said: ’The advertising should be a sample of the newspaper. We

are trying to convert and recruit new readers.’



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