Lastminute.com, the online service that supplies last-minute offers
on travel and entertainment, has appointed New PHD to its media planning
and buying account for the UK, France and Germany.
New PHD picked up the business - estimated to be worth around pounds 25
million - following Lastminute’s split from Walker Media in December,
just five months after the agency had won the account.
Martha Lane Fox, Lastminute’s co-founder, said the split happened
because Walker ’did not have a good international network’.
New PHD, which is jointly headed by managing partners David Pattison and
Nick Horswell, will take control of the account on 8 March, when
Walker’s contract officially expires.
Horswell said media director Simon Evans and group media director Peter
Mears will head the agency’s core team of six, which ’will be supported
by other departments, planners and buyers as and when necessary’.
Horswell said Lastminute’s advertising would be an ongoing project:
’Obviously this is one of the major dotcom accounts and the nature of
the client’s business means that planning and buying will be
Campaigns for companies such as Lastminute do not succeed by rolling out
a four-month advertising plan and then turning off the tap. Planning and
buying on this account will be work in progress.’
Lastminute this week announced it would float between 20 and 25 per cent
of its shares in March.
The company, which has over 800,000 registered users and earned pounds
200,000 commission in the 12 months leading up to 30 September 1999,
said it would float the shares on the London and Nasdaq stock exchanges.
Industry analysts said the company could have a market capitalisation of
pounds 400 million following its launch.