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