BMB in DM move by winning First Choice

Beattie McGuinness Bungay is extending its offering by moving into direct marketing.

The agency has just secured the £2 million DM account for the holiday company First Choice. BMB already handles above-the-line duties.

This is the first time that the agency, which was launched in 2005, has handled any sort of DM business.

BMB's first below-the-line work, which will support First Choice's "Summer of Love" strategy (also created by BMB), will be aimed at attracting early bookers for summer 2008 holidays.

The agency will work closely with the company's internal marketing department in order to devise a promotion that will target more than 200,000 homes. The agency is not hiring any permanent DM specialists to handle the brief.

Andrew McGuinness, a BMB founding partner, said: "This is another big step for us. The world's changing. More and more clients are looking for holistic advice and creativity, something that our agency was born to do."

The head of marketing at First Choice, Andrew Laurillard, said: "We have a close, relationship with BMB and this is another opportunity for us to work together to deliver a truly integrated campaign."