Mother beats four to win Observer business

Mother has won The Observer's £3.7 million newspaper business

after a five-way pitch.



Fallon, Leagas Delaney, M&C Saatchi, Malcolm Moore Deakin and Mother

competed for the brief after the newspaper fell out with its incumbent

agency, Ogilvy & Mather, over creative strategy. O&M had held the

account for four years.



Mother finally won the business after a shoot-out against M&C

Saatchi.



The review was overseen by Marc Sands, the marketing director at

Guardian Newspapers.



The Observer has sustained increased growth in recent times. The paper

reported a figure of 483,062 in October's latest ABC figures, an

increase of 4.92 per cent year on year. Over the six-month period from

May to October, the paper also reported an average ABC figure of

472,711, an increase of 8.46 per cent.



Sands said: "We saw some impressive work but Mother's really stood out.

Its pitch matched our business plans and its creative was innovative and

very distinctive."



Stef Calcraft of Mother, added: "The brief The Observer gave us is hard

to beat, with the paper enjoying such a resurgence of late."



During its tenure on The Observer business, O&M created a cinema

campaign based on a Bollywood theme, and print work to support The

Observer Sport Monthly.



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