NEWS: Scandinavian ferry service hands pounds 2m media to TMD Carat

TMD Carat has scooped the pounds 2 million media planning and buying business for Scandinavian Seaways in a move that centralises the ferry company’s entire pan-European media account into Carat.

TMD Carat has scooped the pounds 2 million media planning and buying

business for Scandinavian Seaways in a move that centralises the ferry

company’s entire pan-European media account into Carat.



TMD picked up the media business for the North Sea ferry company this

week, taking the account out of the incumbent media agency, MBS.



John Crummie, the managing director of Scandinavian Seaways, said that

the decision to move the account followed a review of the services that

were available from each company.



‘While MBS provided a high-quality service, the opportunities we see and

the growing complexity of media demand the best company we can get in

the media sector,’ Crummie said.



He added: ‘TMD Carat has the talent, experience and resource -

particularly the skills of TMD Direct - to really make a difference to

our brand in an increasingly competitive market.’



The company sails from Harwich and Newcastle to Sweden, Denmark and

Germany and offers mini-cruises and holidays as well as standard

passages.



The UK was previously the only major European market in which

Scandinavian Seaways used a non-Carat media agency. Crummie said that

the decision to pool the media planning and buying on a pan-European

basis ‘allows a flow of good ideas and greater efficiencies’.



Scandinavian Seaways’ creative account remains unaffected by the

decision to move media and stays with Davies Little Cowley.

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NEWS: RAB tackles agency hotshots in pursuit of better radio work

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The Radio Advertising Bureau is stepping up its efforts to improve

creativity within radio and drive the medium’s growth by talking to a

number of creative heavyweights.



The RAB, under the aegis of its chairman, Peter Warren, has been holding

a series of consultation lunches in a bid to resolve some of the

creative problems associated with radio.



The issue has been given greater prominence by Rupert Howell’s speech to

the annual Radio Festival last week in which he lambasted radio’s record

on creativity and warned that growth could be limited if standards did

not improve (Campaign, 19 July).



The most recent RAB offensive took place three weeks ago when a number

of senior creatives attended a lunch. Among those present were Peter

Souter, creative director of Abbott Mead Vickers BBDO; Andrew Cracknell,

executive creative director and chairman of Ammirati Puris Lintas;

Patrick Collister, creative director of Ogilvy and Mather; and Paul

Leeves, executive creative director of BST-BDDP.



Doug MacArthur, managing director of the RAB, said: ‘We have seen a

rational underpinning of the radio advertising brand. Facts, figures,

explanation, rational argument and persuasion have been the basis of

change. The question now is: how do we generate a second positive change

in revenue and the suggestion is that we improve the emotional argument

through better ads.’



Collister said: ‘Media owners, as well as creatives, have a lot to

answer for. Why do they insist on selling local advertisers the packages

they do? There are so many spots. Moreover, the day the quality of the

programming gets better is the day the advertising will too.’



Media Forum, p18



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