The Media Factor has won the pounds 8 million media planning and buying
business for the Telegraph group after a four-way pitch The media
independent took the business in a pitch against J. Walter Thompson,
Mediastar and the incumbent of eight years, John Ayling and Associates.
Paul Booth, the managing director of the Media Factor, said: ‘We won the
business because of our experience in the national newspaper market.’
The Media Factor worked with News International on some of its media
business for seven years. And the Telegraph’s recently-appointed
promotions director, Paul Woolfenden, worked with the Media Factor and
its sister agency, Arc Advertising, when he was employed by News
The Telegraph’s advertising and promotions controller, Matthew Howells,
also knows the Media Factor well, having worked as an account director
on NI at Arc Advertising.
John Ayling, managing director of the incumbent, refused to comment in
detail on the loss, but said: ‘This will be a particularly interesting
chapter in my book.’
Booth said that his agency had won the business in the face of ‘some
pretty serious competition’. He denied there was any question of client-
conflict between the Telegraph and Sunday Business, whose full-service
account is handled by the Media Factor’s parent company, the Arc Group.
‘That’s Arc Advertising’s account and we have nothing to do with it,’
Booth said. However, at least one of the losing agencies is understood
to have made a swift approach to Sunday Business about pitching for its