MindShare lands Open’s pounds 15m media business

Open, the interactive digital television service from British Interactive Broadcasting, has handed its pounds 15 million media planning and buying business to MindShare.

Open, the interactive digital television service from British

Interactive Broadcasting, has handed its pounds 15 million media

planning and buying business to MindShare.



Despite tentative talks with rival media agencies, BIB decided to

appoint MindShare to the task without a formal competitive pitch after

working with the company on strategic planning since February last

year.



MindShare won the strategic business after its sister creative agency,

Ogilvy & Mather, won BIB’s creative account last year.



The two agencies have helped to steer BIB’s launch marketing plans.



MindShare will now take on implementational planning and buying for

Open, which is due for a full UK launch this autumn, backed by a pounds

15 million campaign.



Nick Mercer, Open’s marketing director, said he had been impressed with

MindShare’s media planning work ’so it was an obvious choice to extend

their remit to media buying’. He added: ’Working with MindShare, the

Open brand will become a household name recognised as an easy and

fun-to-use, mass-market e-commerce service.’



BIB appointed the below-the-line agency, Archibald Ingall Stretton, to

handle all direct marketing last month. The company announced last week

that it had signed up W. H. Smith, Going Places, Abbey National, Yellow

Pages and Manchester United as new interactive partners. MindShare’s

Ford and Unilever clients have already signed up to provide interactive

advertising.



According to Simon Rees, the managing director of MindShare, the launch

of Open ’will definitely be a watershed in the history of television in

this country’.