Newspaper Society appoints TBWA BDH

- The Newspaper Society has appointed BDH TBWA to handle its £3 million generic marketing campaign to promote Britain's regional and local press to national advertisers.

- The Newspaper Society has appointed BDH TBWA to handle its £3 million generic marketing campaign to promote Britain's regional and local press to national advertisers.

The Manchester agency scooped the account following a four way pitch against IMP, Smith Bundy Carlson and Clark McKay Buckingham. BDH TBWA will start work immediately on a campaign which will be launched in March and will include trade press and regional press advertising, direct mail and PR.

Charles Ross, the Newspaper Society's national development manager said: "BDH TBWA is based in the regions and has a direct division. A large part of the campaign will be targeting senior decision makers with direct marketing. It will also be a challenging agency for us -- the people there won't just nod their heads -- we need an agency which is challenging and makes sure that we grow our profile."

Neil Griffiths, deputy managing director of BDH TBWA said: "It will take more than advertising to change people's perceptions, so we have come up with a novel approach. It will not simply be running a few glossy trade ads. We have to stop people in their tracks and change their thinking -- and give them a good reason to do that."

The campaign will form part of a long-term awareness initiative for the regional press and follows pledges by regional newspaper owners to increase their subscriptions to the Newspaper Society in order to support the new campaign (Campaign, 4 December 1998).

A steering committee of publishers will oversee the campaign which will try and win regional press a larger share of national advertising.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).