Mirror Group has awarded the media planning and overall
communications strategy for its Sporting Life title to the media
consultancy, Unity, without a pitch.
Mirror Group plans to relaunch the Sporting Life this year as a national
daily sports paper, having suspended the newspaper’s publication last
May. Grey was appointed to work on the creative account in October.
Zenith Media, which handles Mirror Group’s media account, will be
responsible for Sporting Life’s media buying.
Simon McGuigan, marketing director for Sporting Life, said: ’We liked
the work Unity has done for other people, like Emap’s Red. We wanted an
agency that would not just look at the planning of advertising space,
but at communications as a whole.’
The Sporting Life relaunch was postponed last October amid much
embarrassment at Mirror Group. McGuigan confirmed that the nature of the
title was not set in stone, with plans still in research. But he added:
’We are confident enough to start appointing people like Unity.’
A final debriefing on Sporting Life’s research results will be held in
February and an announcement about the newspaper’s future is expected
Andy Tilley, a managing partner of Unity, said: ’Through our experience
with clients such as Coca- Cola, Nike and Capital Gold Sport, we are
very well placed to bring something to this title and are very pleased
to be appointed.’
Grey picked up the creative account, which McGuigan claims could be
worth several million pounds during the launch period, following a
five-way pitch against Banks Hoggins O’Shea, M&C Saatchi, Saatchi &
Saatchi and Lansdown Conquest.