NEWS: PHD and Cogent scoop first work

Pattison Horswell Durden has opened the doors of a new media joint venture with Cogent by scooping the pounds 6 million media planning and buying for Proton Cars.

Pattison Horswell Durden has opened the doors of a new media joint

venture with Cogent by scooping the pounds 6 million media planning and

buying for Proton Cars.

The new company, PHD Compass, picked up the business this week from the

media incumbent, Quadrant Advertising and Marketing. PHD Compass pitched

for the business alongside the Bristol-based start-up agency, Bedrock

Advertising and Marketing, which was confirmed as the winner of the

creative pitch a few weeks ago (Campaign, 16 February).

The media review was between the incumbent, PHD Compass, Media Solutions

Manchester and John Ayling and Associates. Mark Cross, the former media

director of Cogent and now the managing director of PHD Compass,

described the win as ‘a strong endorsement of PHD Compass’s proposition

and potential’.

PHD Compass is effectively a second-string media company that combines

the media billings of Cogent with the brand values of PHD. It offers

Cogent the opportunity to rejuvenate its media brand and provides PHD

with an outlet for conflicting business.

Cogent’s media teams in Birmingham and London will be rebranded as

standalone operations under the PHD Compass umbrella, but will tap into

PHD’s research resource and greater clout in the media marketplace,

particularly in TV negotiations.

Cross has appointed his assistant, Mark Girling, as the new company’s

media director. PHD will have executive control over PHD Compass, with

one of the PHD partners - David Pattison, Nick Horswell or Jonathan

Durden - taking the chairman’s role. It launches with start-up billings

of around pounds 30 million, encompassing Cogent’s media business -

which includes Vladivar, Network Q and Jewsons - and the Proton win.

Horswell said that the PHD Compass concept could also work with other

full-service agencies. ‘It is definitely a proposition that could be

attractive to other regional agencies that want to get on the front foot

with media,’ he said. ‘But we have to ensure that the fit is right and

that Compass doesn’t become a series of franchises divorced from the PHD

brand values.

‘Cogent’s media team are just the sort of people we want to work with,’

he added.


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