Mustoes wins pitch to produce Penguin branding campaign

- Penguin Books is to launch its first brand advertising campaign and has appointed Mustoe Merriman Herring Levy to handle the task.

- Penguin Books is to launch its first brand advertising campaign and has appointed Mustoe Merriman Herring Levy to handle the task.

The agency, which pitched against two unnamed shops in January, is developing work due to break in mid-May.

Its brief is to build the Penguin brand as a guarantor of good authors and books. The new brand message will have to appeal to all audiences including investors and staff, authors and booksellers, as well as the most important constituency — consumers.

The first phase of work will appear on 96-sheet posters and will be supported by a national press campaign in broadsheet supplements and Time Out. This will run until the summer when phase two will be launched.

"This is the first time in the history of the brand that we have generically promoted it," Andrew Welham, Penguin's group sales and marketing director, said.

"In the past, Penguin has been more about the authors with the Penguin brand as the umbrella. We realised that we had to utilise that more. You don't go into a bookshop and buy a Penguin, but it is an important endorsement."

Nick Mustoe, the Mustoe Merriman managing partner, said: "We will take Penguin's brand values beyond that of individual titles."



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