Ayling secures pounds 8m media for Brooks & Bentley mail-order

John Ayling and Associates has won the pounds 8 million media planning and buying account for the mail-order company, Brooks & Bentley, after a pitch involving the incumbent, CIA Medianetwork, the Media Business Direct and CKBT.

John Ayling and Associates has won the pounds 8 million media

planning and buying account for the mail-order company, Brooks &

Bentley, after a pitch involving the incumbent, CIA Medianetwork, the

Media Business Direct and CKBT.



Brooks & Bentley specialises in jewellery and collectable items, and

advertises largely on full-page colour ads in women’s weekly magazines

and newspaper supplements. The company’s rivals include Franklin

Mint.



John Ayling, the managing director of Aylings, said: ’It’s a massive

area - if you look in the back of any women’s magazine, you’ll see a

Brooks & Bentley ad. The brand names of this type of organisation are

not very well known - the focus is on the product.’



Aylings attributes the win in part to the Respond analysis system, set

up over the past two years by Rob Stephens, a group director. ’It is a

state-of-the-art system,’ Ayling said. ’Our work with it put us ahead of

the competition, as we can give the client real information on

profitability.’



Although Brooks & Bentley is known primarily for its magazine

advertising, Mike Ridgwell, the marketing manager, said: ’We are looking

forward to developing our expansion into new media opportunities.’



John Ayling added: ’The creative may remain as a standard format, but we

will certainly be able to help the client develop new ideas in new

areas.’



Creative work on the account is handled in-house.



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