Walker Media wins First Choice account

- Walker Media has emerged triumphant in the four-way pitch for First Choice's media planning and buying account, its first real win in an open competitive pitch since its launch last year.

- Walker Media has emerged triumphant in the four-way pitch for First Choice's media planning and buying account, its first real win in an open competitive pitch since its launch last year.

Walker pitched for the £3 million account against the incumbent Media Insight, a sister media agency to MindShare, BMP Optimum and New PHD.

The pitch came down to two earlier this month -- Walker and New PHD -- and Walker was awarded the business at the end of last week.

The review was called shortly after MindShare picked up the Thomson Holidays account in August. The media rethink follows an overhaul of the holiday firm's creative account last November.

The creative business had been handled by Media Insight's sister creative agency, Ogilvy & Mather, but moved into Walsh Trott Chick Smith a year ago.

Although media had been expected to come under the spotlight at the time, First Choice decided to stick with Media Insight. However, now the company is said to be looking for a fresh approach to its media strategy and a new media partner to work alongside Walsh Trott to develop the brand's drive to position itself as XXXXXXXXXXXXXX.

The latest win brings Walker Media's new business tally to over £130 million. However its other wins have either followed the appointment of its sister creative agency, M&C Saatchi, on the creative account, or have not involved fully competitive pitches. The £10 million Channel 5 business, for example, moved straight into Walker Media because the client had worked with Walker's management in a previous incarnation.



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