Mediapolis scoops Thomson brief

Thomson Travel Group has centralised its entire media business into Mediapolis, landing the agency a further pounds 15 million.

Thomson Travel Group has centralised its entire media business into

Mediapolis, landing the agency a further pounds 15 million.



Mediapolis already handles the pounds 7 million Lunn Poly account but

will now take over the pounds 15 million Thomson Holidays and Thomson

Sky Tours contracts.



The two pieces of business were previously handled by Mediapolis’s rival

agency MindShare.



Marc Mendoza, managing director of Mediapolis, will preside over the

account while it is run on a day-to-day basis by press buying director

Priscilla Rogan and board account director James Smith.



Along with Mendoza, the pair have been looking after the Lunn Poly

account, which Mediapolis has run for 14 years.



Media spend on Lunn Poly goes largely on television and national press

with a smaller portion of the budget being allocated to posters and

radio.



Mendoza said it was too early to comment on which media the agency will

use for Thomson Holidays and Thomson Sky Tours.



However, according to MMS figures for the third quarter ending September

1999, MindShare spent pounds 489,000 on the Sky Tours side of the

business and almost pounds 2 million on Overseas Holidays and

Superfamily Holidays. Television was the predominant media, but a chunk

of the budget was ploughed into cinema.



It is believed a portion of spend for the new campaign may also be

allocated to the internet. Thomson recently announced it is planning to

invest pounds 100 million in the net to win back customers lost to

start-up online travel outfits like Lastminute.com and Ebookers.com.



The investment will include a host of separately branded internet sites

selling its own and its competitors’ holidays. The first site is called

First Resort and will go live on 21 March.



Thomson recently reported disappointing sales of holidays for 2000.

Profits were down pounds 123.4 million to pounds 63.2 million.



The move to consolidate media into one agency was overseen by Thomson

Holidays’ acting marketing dir-ector Breffini Walsh, who denied she

would be reviewing the company’s creative agency roster.



The consolidation is part of the company’s plan to operate as a single

company.



Mendoza commented on the win: ’We beat MindShare to pounds 15

million-worth of business, so you could say we’re pretty pleased.’



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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).