O&M beats three to Observer victory

Ogilvy & Mather has scooped the Observer’s prestigious pounds 1.5 million account as the newspaper prepares a decisive advertising blitz for September.

Ogilvy & Mather has scooped the Observer’s prestigious pounds 1.5

million account as the newspaper prepares a decisive advertising blitz

for September.



The aim of the campaign will be to re-establish the strengths of the

newspaper, which has been criticised by agencies in the past for not

building its brand.



Following a four-way pitch against Abbott Mead Vickers BBDO, WCRS and

BMP DDB, O&M triumphed due to the success of its creative approach.



Stephen Palmer, the Observer’s marketing director, said: ’We had four

very good pitches which all met the brief in very different ways. We

went with O&M because its people, more than any of the others, came up

with a creative idea that closely reflected the wit, tone and quality of

the Observer. We also felt we could build a close partnership with the

agency.’



Palmer said that the autumn campaign would seek both to build the

newspaper’s brand and give people the incentive to try out the

newspaper.



Referring to the tone of the new campaign, Palmer said: ’Wit is what

it’s about - it won’t be belly laughs and custard pies. It will be

advertising with a tone and presentation that is modern, reflecting the

changes to the newspaper we have made over the past year.’



O&M’s deputy managing director, Richard Pinder, said: ’The Observer

reacted well to the fact that we have a strong team, which is what it

primarily bought into.’



O&M pitched unsuccessfully for the Sunday broadsheet three years ago,

when St Luke’s was appointed.



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