Lowe Howard-Spink has netted the pounds 10 million Express creative
account after a final head-to-head against Walsh Trott Chick Smith and
is set to pitch for the media account, currently held by IDK Media.
The Daily Star business, currently held by Leo Burnett, is expected to
follow its sister title to Lowes, once new creative work has been agreed
for the title. The ’Ooh aah Daily Star’ line will be retained.
A poster campaign for the seven-day Express operation will break next
month, targeting 25- to 40-year-olds, but taking an approach designed
not to alienate older readers.
Nicholas Rudd-Jones, the commercial director of Express Newspapers,
said: ’We believed in the Lowes route completely. The agency took a
compelling approach, which reflects all the qualities of the Express and
gives the paper the clear positioning it lacks.’
The media pitches, predicted in Campaign (10 January), will be a
straight fight between Lowes and IDK, which has handled the Express
since 1989. IDK’s hold on the business now looks shaky, as Rudd-Jones
this week expressed a desire to work with just one agency.
Rudd-Jones explained: ’I am happy with IDK, but my preference is for a
single agency to implement our overall thinking. I am considering a
media pitch, but I will not look beyond Lowes and IDK.’
In the first round of creative pitches, Lowes and Walsh Trott, the
incumbent on the Express on Sunday, beat off competition from DMB&B,
which held the Daily Express account. BMP DDB, Leo Burnett and Ogilvy
and Mather also pitched.
Lowes’ newspaper experience includes a lengthy spell on Associated
Newspapers’ Mail on Sunday in the 80s and early 90s.
The agency pitched unsuccessfully at the end of 1995 for the Times and
Sunday Times accounts; business eventually won by Rainey Kelly Campbell
Tim Lindsay, the managing director of Lowes, said: ’We are very happy to
be working in the newspaper marketplace again.’