Bates UK wins promotional task for Evening Standard and Metro

The Evening Standard and Metro, its free daily stablemate, have appointed Bates UK to handle creative work on their accounts as part of efforts to boost readership and make the titles more attractive to advertisers.

The Evening Standard and Metro, its free daily stablemate, have

appointed Bates UK to handle creative work on their accounts as part of

efforts to boost readership and make the titles more attractive to

advertisers.



The change of agency marks the end of Associated Newspapers’

long-standing link with the Advertising Syndicate, the consultancy run

by Ian Smith, the former Saatchi & Saatchi and Publicis senior

executive.



Kevin Beatty, the Standard’s managing director, said: ’Now that we have

a wider portfolio embracing both the Standard and Metro we felt it was

time to appoint an agency with depth.’ Media buying remains with

MediaVest.



The appointment - made without a pitch - follows an approach by Bates to

the Standard during the summer to discuss the strategic direction of the

titles.



The new activity will encompass a programme of promotional activity,

possibly including TV, which will begin early next year, heralding what

Beatty promised would be a more co-ordinated approach above- and

below-the-line. ’We’ve tended to be quite disparate,’ he said.



’We’ve been impressed by Bates’s work in the retail sphere and by its

understanding of our business,’ Beatty added. ’We’ve been asking each

other some very penetrating questions.’



Metro, distributed free in the morning at tube and rail stations, is

being hailed as a publishing phenomenon, with a readership of 640,000,

many of whom do not buy a daily newspaper.



The title, cited as the reason for the decline in circulation of a

number of dailies in the London area, is also used to promote the

Standard.



Michael Bungey, the Bates Worldwide head, said: ’Our aim is to drive the

circulations of the Standard and Metro forward while building and

enhancing their brands.’



Topics