MindShare lands pounds 6m Telegraph media role

MindShare has wrested the Telegraph’s pounds 6 million media account from the Media Factor without a formal pitch.

MindShare has wrested the Telegraph’s pounds 6 million media

account from the Media Factor without a formal pitch.



The win represents MindShare’s first media planning and buying triumph

since WPP set up the agency out of J. Walter Thompson, the Network and

other companies within the group (Campaign, 26 September).



The Telegraph’s decision comes at a critical time for the newspaper, as

the market squares up for a circulation battle. The Saturday Telegraph

is due to be revamped, the Times is to relaunch its Saturday magazine

and the Sunday Business is also due to be relaunched.



Paul Woolfenden, director of promotions at the Telegraph, said: ’The

company has gone through a review of everyone we’re doing business

with.



With MindShare, there were certain areas of its business we were

interested in - the Henley Centre, Advanced Techniques Group and others.

There were a couple of things that made more sense for us.’



Mandy Pooler, the managing director of MindShare UK, said: ’We

approached the Telegraph with the launch of MindShare and it was one of

those things where the timing was right. It was keen to move quickly,

but we had to demonstrate our capability, otherwise it would have gone

to a formal pitch.’ The Media Factor’s contract runs until April 1998,

but MindShare is due to take up the account immediately.



MindShare will review the Telegraph’s TV schedule for the coming year,

but may continue to exclude ITV, which came off the Telegraph’s media

schedule early last year in favour of Sky TV and its strong sports

programming.



Woolfenden said: ’One discussion with MindShare was about tightening up

the think- tank on where we go from here. We realise ITV isn’t the be

all and end all. We’ve had great recall and conversion from Sky.’



MindShare’s appointment will bring the media account within the same

group as the creative business, which is held by its sister agency, JWT.



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