NEWS: Booth Lockett hires Mustoes to develop branding ads drive

Booth Lockett Makin, the media independent, has appointed Mustoe Merriman Herring Levy to create an ad campaign promoting its services to the advertising and client communities.

Booth Lockett Makin, the media independent, has appointed Mustoe

Merriman Herring Levy to create an ad campaign promoting its services to

the advertising and client communities.



The above- and below-the-line campaign is designed to help BLM stand out

from the clutter of the media planning and buying marketplace.



The initiative kicks off with a poster campaign in major conurbations,

with particular concentration around Soho in London. BLM has used Poster

Publicity to buy the campaign on its behalf.



Mustoe Merriman’s creative treatment for the posters is based around the

theme of BLM’s Carnaby Street headquarters and uses the strapline: ‘Far

out thinking from Carnaby Street.’



BLM now plans to develop the campaign below the line with a direct mail

initiative addressing specific media issues and using famous lyrics from

60s songs. ‘You can’t always get what you want’ will focus on the

problems associated with centralised media negotiations, while

‘Ch...ch...ch...changes’ will discuss the issue of new technology.



Separately this week, BLM has teamed up with Knight Leach Delaney to

create a new anti-drugs poster campaign. KLD and BLM have donated their

time and resources to develop the campaign following the death of

Ecstasy victim, Leah Betts.



More than pounds 1 million worth of poster sites for the 48-sheet

campaign were also donated free of charge by the outdoor industry.



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