NEWS: AMV snatches pan-European Economist work from Lintas

Ammirati and Puris/Lintas has lost the Economist’s pounds 4.5 million pan-European advertising account to Abbott Mead Vickers BBDO, which handles the pounds 1.5 million UK business.

Ammirati and Puris/Lintas has lost the Economist’s pounds 4.5 million

pan-European advertising account to Abbott Mead Vickers BBDO, which

handles the pounds 1.5 million UK business.



The Economist asked AMV to present strategic recommendations for the UK

and Europe two weeks ago as part of its annual review, but it did not

present creative ideas.



Andrew McGregor, the Economist’s marketing director, said the decision

to appoint AMV did not reflect ‘any disappointment with Lintas’s high-

profile campaign for the Economist in Europe’.



‘The Economist is read by senior businessmen who travel extensively, and

it made sense for us to consolidate our efforts for the brand into one

strong agency,’ he said.



Andrew Cracknell, the deputy chairman of A&P/L, said he was unruffled by

the account loss: ‘They are a lovely bunch of people at the Economist

and it’s a great product. But who can blame them? Our work pretty much

followed the lines of AMV’s campaign and it made sense for them to

handle it.’



AMV’s appointment comes as the Economist plans to boost its efforts in

Europe, concentrating particularly on France and Germany. It is

currently available in every market across Europe.



Jeremy Miles, the AMV board account director, commented: ‘We have worked

with the Economist for 11 years and have a good understanding of the

brand.’ He refused to discuss whether the magazine planned to roll out

AMV’s ‘white out of red’ campaign across Europe but admitted it was a

possibility.



The Economist hired A&P/L (formerly Still Price Lintas) to boost

readership among English speakers across Europe in March 1994. The

agency won the account after a four-way pitch that included the

incumbent, the Park Company.



During the Economist’s two-year spell with A&P/L, the agency created an

image-led campaign rather than the ingenious word-based advertising

favoured by AMV. Recent pan-European posters included an image of two

babies with the words ‘no hidden agenda’ and a baby pricking its finger

on a cactus with the line ‘truth hurts’.



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