Mirror Group appoints Unity to handle Sporting Life media task

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 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

shortly afterwards.



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.



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