Poster Publicity snaps up M&A sites for Benetton blitz

Benetton’s controversial ’death-row’ campaign went up on the billboards last week, after Poster Publicity negotiated a short-burst, high-impact deal with Mills & Allen.

Benetton’s controversial ’death-row’ campaign went up on the

billboards last week, after Poster Publicity negotiated a short-burst,

high-impact deal with Mills & Allen.



The shock-tactic campaign, which features images of different prisoners

on death row, was planned by Benetton’s Milan-based agency Creative

Media.



But the Italian agency handed responsibility for poster buying in the UK

to Poster Publicity.



Poster Publicity turned to numerous contractors to secure 2,500 48-sheet

sites for a one-week blitz, but the majority were sold by Mills & Allen

sales executive Fiona Holland.



’Mills & Allen is a good bet for a one-week campaign,’ commented a

spokeswoman for Poster Publicity, ’they have one-week slots, which is

not always true of the other contractors.’



Benetton has used these seven-day bursts before. Creative Media account

director Daniela Micheletti said: ’Posters remain the lead medium for

Benetton campaigns. They capture each nation’s attention. One-week

campaigns have enabled us to present the issues to a high percentage of

the population extremely cost-effectively.’



The ads, which follow campaigns spotlighting war, Aids and racism, are

said by Benetton to ’remind people that capital punishment concerns real

human beings rather than stereotypes’.



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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).