MEDIA CHOICE: Ian Darby, Campaign's acting media editor, picks BT's sponsorship of the relaunched The Business

"Having secured new funding from the Press Association, Sunday

Business pushed ahead with its relaunch and is now The Business. In a

first for a newspaper launch, BT has taken over the whole issue with a

range of ads for its business services. While sales of The Business

hover at about 60,000, its audience of AB business people is perfect for

BT's services. The deal is also a good kick-start for The Business

which, having dropped its cover price to 50p, hopes to lift sales to

100,000. Securing a blue-chip advertiser is a good start."



Client: BT

Medium: Sponsorship and ads in the first issues of The Business

Media planning and buying: Chris Pyne at Zenith and Richard Lomas at PHD

Creative: Abbott Mead Vickers BBDO

Brief: Target a business audience to create impact where a single ad or

insertion would struggle to cut through



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).