Mills & Allen has landed the contract for the biggest British
outdoor ad campaign booked by a web company.
Ebookers.com, the travel company, has bought 3,200 of M&A’s 48-sheet
sites for the campaign, as part of a pounds 45 million pan-European
marketing drive to boost sales.
Ian Chapman, national sales group head at M&A, who negotiated the sale,
said the campaign would run across Europe, through M&A’s parent JC
’It’s a huge campaign, the biggest in terms of volume and value we’ve
seen from an internet company,’ he said. ’It’s running in France and
Scandinavia as well as the UK.’ The campaign will run throughout
The negotiation was done with Ebookers’ chief marketing officer Glenn
Trouse, a former marketing director at Grey, and its marketing manager
Lucy Smallbone, formerly of DMB&B.
Chapman said he first heard about the campaign from M&A’s sister company
Sky Sites. ’Ebookers was talking to Sky Sites, whose portfolio fits very
well with the target market. When it decided to roll out a pan-European
campaign, it was logical to come to us,’ he said.
’Ebookers is likely to expand in Europe and we will obviously hope to do
more work with it.’
Only a few clients, such as fashion retailer Gap, book direct with M&A,
but Ebookers marketing manager Jenny Evans said the company was
’delighted with the deal’ and had no ’short-term plans to hire a media