Lowe Howard-Spink has scooped Airtours’ entire pounds 10 million
creative account in a head-to-head pitch against the incumbent,
It had been thought that Lowes would win Airtours’ branding work, with
Advertising Principles retaining some tactical projects (Campaign, 7
However, Airtours released a statement this week confirming Lowes as its
new agency alongside its new PR agency, Jackie Cooper PR.
Phil Hesketh, a director at Leeds-based Advertising Principles, insisted
his agency would retain some Airtours business and denied that the loss
would lead to job cuts at the agency, which billed pounds 16 million in
1997 according to AC Nielsen MEAL.
Hesketh said: ’We have been told that we will remain on the roster. We
will continue to work with them. We are not sure on what.’ He added: ’I
have told everyone there will be no redundancies.’
However, Matthew Foster, the advertising manager at Airtours, denied
that Advertising Principles would retain any creative work. But he
confirmed that Media Principles, Advertising Principles’ media arm, will
retain media planning and buying.
The holiday giant has traditionally been viewed as a discount rather
than a premium operation, and has been criticised for selling package
holidays through Teletext which undercut travel agents. In March,
Airtours signalled its intention to improve customer relations.
Richard Carrick, the deputy managing director of Airtours, said: ’We are
improving our offer by adding value to the brand to create real and
tangible benefits for consumers. It’s now over to our agencies to
communicate this to our target groups.’