The up-market watch and jewellery brand, Titan, is making a return
to UK advertising as part of a new push for the brand across Europe and
has appointed the barter company, MRI International, to handle its media
The pounds 6 million campaign will be funded by a series of corporate
barter deals. The ads will be concentrated in women’s magazines and on
TV, with Channel 4 and Channel 5 earmarked for UK television
The barter deal allows Titan effectively to swap its products for media
spots and space, rather than handing over the cash value.
As the media agent, MRI will either pass on the watches to the media
owners to give away as prizes, for example, or offer them goods such as
corporate hospitality services or conference services in exchange for
the media space.
The deal follows a test campaign in Europe at the end of last year,
which used barter to generate pounds 2 million of media value, with ads
running in a range of media including glossy magazines.
David Saldanha, the managing director of Titan, said: ’(That the barter
test campaign) allowed us to optimise our media spending by bartering
our products in markets around the world, including some which were new
’In terms of our profit and loss accounts, in the future corporate
barter will grow to be an essential currency as we strive to move our
international expansion forward.’
Simon Lee, MRI’s European chief, said that barter was becoming a more
viable option for many advertisers: ’In the past year, more clients have
been using barter to extend their ad budgets.’