Thomson Holidays has handed its pounds 9 million media planning and
buying account to MindShare after a two-month review of the
MindShare pitched against the incumbent, BMP Optimum, and MediaVest for
BMP Optimum had originally handled the business as part of a
full-service account alongside its sister creative agency, BMP DDB, but
Thomson decided to review the creative business out of BMP in
HHCL & Partners picked up the creative account in May, sparking a review
of the media task. The rethink is understood to have been driven by a
search for greater cost efficiencies from media buying after the change
in creative agency threw a spotlight on Thomson’s media costs.
Mandy Pooler, the chief executive of MindShare, said the pitch had been
a very competitive one. ’In the end, Thomson felt we were aggressive on
the buying side but also smart on the thinking side,’ she said.
MindShare has started work on media planning for Thomson and will be
handling buying on the first campaign from HHCL, due to break in the
busy Christmas period.
Thomson is looking for new ways to promote holidays to consumers, moving
away from purely price-led propositions. The company wants to underline
the importance of the annual holiday by taking a more emotional approach
in its advertising.