Titan awards its UK media buying task to MRI International

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 buying.

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

buying.



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

activity.



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

to us.



’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.’



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