M&C Saatchi has appointed the poster-buying specialist, Concord, to
handle its outdoor media buying, already worth about pounds 5 million.
The deal means that Concord picks up the poster buying task for all
clients whose media is under the authority of M&C Saatchi, including the
ITV Network and BA.
Concord does not have any accounts that conflict with this new business.
The poster-buying specialist also becomes M&C Saatchi’s poster-buying
company of record, and the agency’s outdoor partner in any new-business
wins where the agency has an overview of media buying.
Alan Simmons, the chairman of Concord, said the deal represents a
business partnership between the two companies. ‘We will handle M&C
Saatchi’s poster buying here, and probably internationally, on any
account where it has authority over media,’ he explained.
Concord pitched for the business at the end of last year. It is
understood to have beaten the rival poster buying specialist, Portland
Outdoor, to the account.
Concord is one of the few poster-buying specialists not to have an
advertising agency as a major shareholder.
Simmons said that the company’s independence had made a difference when
pitching for the business.
Andrew Sherman, the head of media planning at M&C Saatchi, said that he
was impressed with Concord’s reputation for planning excellence and a
superior service. ‘Concord is a long-established and successful outdoor
player, and now is the time to cement a long-term partnership,’ he
Concord has billings of around pounds 45 million, and recently underwent
a management reshuffle designed to lay the foundations for further
expansion both at home and abroad. The M&C Saatchi win highlights the
potential for growth within the comp-any, Simmons said.