NEWS: BMP beats TMD to scoop HMV media

BMP DDB has picked up the pounds 7 million HMV media business after a final shoot-out with TMD Carat.

BMP DDB has picked up the pounds 7 million HMV media business after a

final shoot-out with TMD Carat.



The client is also close to reappointing the incumbent creative shop,

Beeching Dowell Stubbs, to its pounds 3 million creative account. The

through-the-line agency previously shared a smaller budget with the

specialist music shop, Quick on the Draw



The entire account came up for review in January when HMV decided to

refocus its advertising as a direct result of setting up a marketing

department last year.



BMP, TMD, Universal McCann and the incumbent, CIA Medianetwork, were

originally asked to pitch for the media. Universal and CIA were knocked

out after the first round.



On the creative side, BDS pitched against Leagas Delaney, Mustoe

Merriman Herring Levy and Simons Palmer Denton Clemmow and Johnson.



BMP will officially take over the media account from June. A new

campaign will roll out shortly afterwards as HMV looks to take on Virgin

and Our Price. It will focus on TV and press ads.



Derek Morris, the joint media director at BMP, said its brief was

twofold. First, it must build the HMV brand and, second, work on co

operative advertising with record labels, while also making such work

more effective. The budget will be split evenly between the two-initiatives.



Morris commented: ‘It was very close. Basically, it boiled down to a

beauty contest and we were more beautiful. What probably shaded it for

us was a slightly better grasp of HMV’s business.’



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