Associated to pool pounds 15m media tasks into single agency

Associated Newspapers is to centralise its pounds 15 million media planning and buying account into a single agency, bringing three of the UK’s top newspaper brands under one roof for the first time.

Associated Newspapers is to centralise its pounds 15 million media

planning and buying account into a single agency, bringing three of the

UK’s top newspaper brands under one roof for the first time.



Associated is preparing a pitch-list for the Daily Mail, Mail on Sunday

and Evening Standard business, which is split between two media

agencies.



Optimedia handles the pounds 5 million media planning and buying for the

Daily Mail, while Motive handles the pounds 4 million Mail on Sunday

task.



The Evening Standard’s pounds 6 million media was handled by YMG Carat

until the company merged with sister Carat agency, TMD, earlier this

year. TMD handles the centralised News International media business and

was forced to resign the Standard account - it has been looked after by

Motive since then.



The incumbents will pitch against at least two other media agencies.



Pitches are expected to take place later this month, with a decision by

the end of August.



The creative accounts, FCB’s Daily Mail work, Bartle Bogle Hegarty’s

Mail on Sunday account, and Abbott Mead Vickers BBDO’s Evening Standard

task - are unaffected. No-one at Associated was available for comment.



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