Lowe Howard-Spink is facing a fight to retain its one-year-old
Express account following the appointment of Paul Woolfenden as the
marketing director for Express Newspapers.
Woolfenden has said that he will be looking at all agencies and everyone
involved with marketing the newspaper titles. He said: ’I wouldn’t rule
out a review at this stage.’
Leo Burnett works on the Daily Star account, with media centralised for
both titles in IDK Media.
Woolfenden is anxious to review the brand focus of both the Express and
the Daily Star, but voiced particular concern about the former. He said:
’I will be looking at all agencies. I will look at performance. I know
Tim Lindsay (chief executive) at Lowe Howard-Spink. Some of the stuff
the agency has produced has been interesting, but perhaps could have
been better. I need to evaluate what its thinking is and make sure it
Lowes has worked on the Express account since last February, winning a
head-to-head pitch against Walsh Trott Chick Smith. Lowes’ first
multimillion pound campaign appeared in September with a 30-second
commercial featuring the Express columnist, Alan Hansen.
The Express’s advertising has been product-led as the newspaper has
tried to pitch specific features to a broad audience. Nicholas
Rudd-Jones, the managing director of Express Newspapers said: ’The
attitude towards the Express has change quite dramatically and our ABC
figure is coming round. I agree we’re not there yet, but bringing in
Paul will make a difference. We do need to make more noise about the
Full story, p10.