New PHD wins pounds 3m task for Polygram’s mail-order division

New PHD has picked up the pounds 3 million pan-European media planning and buying for Polygram’s record mail-order division, Insight.

New PHD has picked up the pounds 3 million pan-European media

planning and buying for Polygram’s record mail-order division,

Insight.



The business was clinched following a pitch last month against the

incumbent, Barker Nicholson Limited, and two other unnamed agencies.



New PHD has now been briefed to help Polygram boost its Insight division

throughout Europe by opening up different media opportunities.



Helen Wilkinson, the media manager at Polygram, said: ’We decided to

review because we’re a fast growing company with changing

requirements.



We felt New PHD was better suited to those requirements.’



The Insight record mail-order business, which launched three years ago,

is a wholly-owned division of Polygram International. It does not

produce traditional brand advertising but sells compilation albums from

Polygram and other record labels through direct response advertising and

mail-order activity. It operates in 13 different European countries, but

is understood to be looking to expand its business.



Wilkinson added: ’Unlike brand advertisers, we can measure the

effectiveness of our media. We think New PHD has the scale and expertise

to help us do this and I’m sure it will show innovation and new

approaches.’



Jon Wilkins, the creative communications director at New PHD, said:

’We’ve been briefed to help Polygram expand its business by opening up

media doorways. Every media company is a potential retailer.’