NEWS: Lex Service in talks about centralising marketing strategy

Lex Service, Britain’s biggest car dealer and contract hire group, is rethinking its pounds 4 million advertising and media accounts and considering pooling all of its media into a single shop.

Lex Service, Britain’s biggest car dealer and contract hire group, is

rethinking its pounds 4 million advertising and media accounts and

considering pooling all of its media into a single shop.



The group has been talking to a number of creative and media companies

after deciding to streamline its marketing and communications

operations.



Lex’s interests span new and used car sales and a car hire business. Its

brands include Lex Autocentres, Lex Autosales and Lex Bodycentres.



The company is emerging from a year of depressed profits and looking to

improve the value it receives from its advertising budgets.



Lex has previously used a range of regional creative and media companies

to handle the various parts of its business. But it has now decided to

try a centralised approach, particularly on the media planning and

buying side.



HHC Advertising in Bristol and Clilverd Booth Lockett Makin worked

together last year on a national press campaign for Lex. However, they

are not thought to be involved in the company’s advertising review.



Rob Clilverd, managing director of Clilverd Booth, said he had worked

with Lex purely on a project basis. ‘We haven’t lost the media account.

Our relationship was purely for a one-off.’



Lex has handed TMD Manchester a temporary project to work on media

planning and buying for new car sales in the North of England, but has

also signalled its intention to hold a full-scale media review.



A number of creative shops are also lining up to pitch for the creative

account, including Stowe Bowden Wilson.



No-one at Lex was available for comment.



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