News International is briefing Scottish agencies to pitch for its Sun
and News of the World business north of the border.
The decision to hunt out a local agency has been sparked off by the
fierce tabloid wars in Scotland, which have moved on from a price-
cutting strategy towards a marketing-led and product-driven approach.
Simons Palmer Denton Clemmow and Johnson is the incumbent on the two
accounts for the whole of the UK. Colin McClatchie, the general manager
at News International’s Glasgow headquarters, stressed that the new
agency will work in co-operation with Simons Palmer.
However, it is felt that a local shop could help the papers make deeper
inroads into the Scottish market.
McClatchie revealed: ‘News International has big plans for the News of
the World and the Sun in Scotland’, but would not go into details of
proposed developments for the papers. The News of the World recently
launched a special Sunday edition in Scotland.
The Sun has been in a long-term battle for market supremacy in Scotland
against its Mirror Group rival, the Daily Record.
According to McClatchie, The Sun is selling 370,000 and rising, while
the Daily Record’s sales are still way ahead, at 675,000, but falling.
McClatchie, who took up his post six months ago, said that a brief is
being written, which will go out to a small number of agencies towards
the end of the month.
McClatchie gained newspaper experience as the sales and marketing
director on the Daily Record and Sunday Mail in Scotland.
He said: ‘Scottish agencies are forever telling us they can bring
something additional to the party. We are giving them a chance to prove
Paul Simons, the chairman of Simons Palmer, was not available for
comment as Campaign went to press.