New PHD has snapped up its first slice of business by securing the
pounds 3.5 million Marshall-Cavendish account after a four-way shoot-
The agency, fresh from signing its deal with Abbott Mead Vickers BBDO,
fought off competition from the Media Centre, the Media Business Group
and the incumbent, John Ayling and Associates.
Up to six agencies were originally approached by Media Audits in May to
pitch for the partworks publisher’s business, but the list was whittled
down to four.
David Pattison, a partner at New PHD, said: ‘We’re pleased that our
buying and planning skills were recognised.’
According to the brief, the work will involve short bursts of television
activity and some direct response work. New PHD will also work on
strategy and spotting trends in a competitive arena.
In the past, the client has used mainly TV, but also radio and some
press. Last March, it launched Images of War and other partwork launches
are expected soon.
Marshall Cavendish is also active in publishing CD-Rom partworks and
this year’s spend is likely to reflect increased marketing activity.
The creative account, currently with Da Costa and Co, is unaffected.
New PHD was created out of the acquisition of Pattison Horswell Durden
by Abbott Mead Vickers in May (Campaign, 24 May). Details released this
week reveal that Abbott Mead will pay pounds 12.6 million for PHD if New
PHD hits profit targets.