NEWS: CDP brushes aside competition to win sports broadsheet

Collett Dickenson Pearce has picked up the advertising task for Britain’s first sports daily, Sport First, beating off competition from Knight Leach Delaney and BST-BDDP.

Collett Dickenson Pearce has picked up the advertising task for

Britain’s first sports daily, Sport First, beating off competition from

Knight Leach Delaney and BST-BDDP.



Sport First will be an up-market, broadsheet quality paper, published

every day except Sunday.



Although its launch was originally scheduled to coincide with the Euro

’96 football championships, it is now thought that it may be delayed. A

number of other sports titles are queuing up to launch this summer -

said to include new publications from both Haymarket magazines and EMAP

Pursuit.



Sport First is the brainchild of Parliamentary Communications, the

publisher of the House magazine, which covers events in the House of

Commons, the Church of England Newspaper and What Mobile magazine.



CDP’s appointment ends a mad dash to sign up an agency for Sport First.

The hunt began at the end of April when the senior management saw six or

seven different agencies, often at only an hours notice (Campaign, 26

April).



CDP then drew up a shortlist of three agencies, each of which were asked

to make strategic and creative presentations last week.



Simon North, the new-business director of CDP, confirmed the win and

explained that Sport First would be aimed at sports enthusiasts: ‘The

whole philosophy of the market is for sports nuts to come out of the

closet and admit they usually read the back of the paper first.’



CDP’s victory comes as the board of its parent company, Dentsu, meets in

Tokyo to consider the appointment of Chris Macleod as the new managing

director of the agency following the resignation of Ben Langdon as chief

executive last week (Campaign, 3 May).



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