Publicis to pick up second tranche of Royal Doulton work

Royal Doulton, the china and glass manufacturer, has consolidated its entire account within Publicis and Optimedia with an appointment to handle its lucrative business in off-the-page sales.

Royal Doulton, the china and glass manufacturer, has consolidated

its entire account within Publicis and Optimedia with an appointment to

handle its lucrative business in off-the-page sales.



The agency and its media buying associate are to take on Royal Doulton

Direct and Lawleys By Post, which specialise in commemorative plates and

figurines.



The business, claimed to be worth a total of pounds 2 million above and

below the line, will complement the main pounds 2 million Royal Doulton

account already at Publicis.



The switch from McCann-Erickson in Manchester was made without a formal

pitch, although Publicis had to make a presentation to demonstrate its

direct marketing capabilities.



Stuart Lyons, the Royal Doulton chairman, commented: ’We’ve been very

impressed by the agency’s positive moves into direct marketing.’



Rick Bendel, the Publicis joint chief executive, said the extra

appointment would allow a greater synergy between the main Royal Doulton

brand and its subsidiary operations.



’The catalogue business is growing because people are feeling more

confident about making purchases from home as the high street declines,’

he added.



’Also, the market can offer better value by eliminating third

parties.’



Brian Child, the McCanns Manchester chief executive, said the agency

continued to have a relationship with Royal Doulton and would continue

working on Lawleys By Post business on a project-by-project basis.



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