Lastminute appoints New PHD

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.

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

continuously re-evaluated.



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.



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