Agency: Fallon London
By Nick Batten, mediaweek.co.uk, Monday, 28 May 2012 11:35AM
The win builds on the independent agency's existing relationships with other companies in the Random House Group. There was no incumbent on the business and the appointment was made without a pitch
Total Media will be responsible for managing digital display advertising across consumer sites and social media networks, as well as implementing video seeding campaigns for the publishing houses' future book launches.
The campaign will use a mixture of demographic and behavioural and consumer data to reach relevant audiences.
Barry O'Donovan, marketing director at Random House Children's Publishers UK, said that the company was "impressed" with Total Media's in-house digital capabilities.
Thomas Laranjo, managing director for Total Media, said: "With increased audience engagement through digital platforms, it's completely right that publishers should seek to start migrating their media content online.
"Our specialist media planners will collaborate with our internal digital teams to ensure that the publishing houses' advertising reaches the relevant consumers – driving a campaign based on real-time consumer data."
Total Media also recently won the media planning and buying account for the publisher Hodder & Stoughton.
Acumen Media Partners continues to manage Random House Children's Publishers UK and Transworld’s offline media.
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This article was first published on mediaweek.co.uk