MediaCom loses Royal Mint

MediaCom TMB has been shocked by the surprise loss of its Royal Mint business after four years.

MediaCom TMB has been shocked by the surprise loss of its Royal

Mint business after four years.



The Royal Mint eliminated the agency from its review deliberations last

week and will now make a final selection from a shortlist of two.



The account, which is expected to be worth pounds 2.5 million, is set to

go to either Western International or MediaVest.



David Kyffin, a director at MediaCom TMB, said: ’We are mystified, we

had no idea this was going to happen because the results we had achieved

were fantastic.’



On hearing the news, a source at one of the agencies still in the

running, said: ’Wow, I am amazed!’



MediaCom TMB had bought space for the Royal Mint’s direct marketing

campaigns that are used to sell merchandise to collectors.



In the past, MediaVest has also handled some buying for new Royal Mint

issues, but this came through the agency’s work for the COI.



It is understood that the final decision on appointing a media agency

has been held up by the creative pitch, which is taking place at the

same time. Three agencies are competing to snatch the creative business

from Cardiff-based incumbent the Peterson Partnership.