Ammirati Puris Lintas has converted its first pitch since its birth
following the merger of S. P. Lintas and Lintas i six months ago by
landing Interflora’s pounds 4.5 million business after a five-way shoot-
APL picked up the business on Wednesday after a fight against the
incumbent, DMB&B, Abbott Mead Vickers BBDO, the Leith Agency and BMP
The business has been handled by DMB&B for the past 14 years.
The win is a coup for the recently launched APL, which is now hoping to
put the turmoil of last autumn’s merger behind it.
Andrew Cracknell, APL’s chairman and executive creative director, who
led the pitch with the agency’s chief executive, William Eccleshare,
said: ‘This is the first piece of business we have gone for. We are
Howard Park, Interflora’s head of marketing, commented: ‘This was an
incredibly difficult decision because all the agencies that presented
demonstrated a good understanding of our business needs and produced
work that was of a high creative standard. In the final analysis, our
board of directors felt that the fully integrated approach presented by
APL had the edge.’
He continued: ‘I must also pay tribute to DMB&B, which over the years
has produced excellent campaigns to fit the business requirements of the
day.’ The above-the-line media budget will be pounds 2.5 million, with
additional funds going below the line.
APL’s first work for the flower delivery client is expected to break in
the run-up to Christmas.
Interflora has a retail network of 2,600 member florists in the UK and