M&C Saatchi has been assigned the task of promoting the challenge
of Bertelsmann, the German media giant, to Amazon’s domination of the
global online book sales market.
Not only will the agency establish bol.com’s UK presence with a TV-led
campaign breaking later this year - backed by a reported pounds 6
million budget - but will provide the advertising back-up as the company
expands into new international markets.
M&C Saatchi successfully contested the UK assignment against Bartle
Bogle Hegarty, BMP and Mustoe Merriman Herring Levy and was given the
global task after being invited as a late entrant to the pitch for
bol.com’s German account.
Walker Media, an M&C Saatchi associate company, will handle BOL’s UK
media planning and buying, while the agency’s fledgling direct marketing
start-up, M&C Saatchi Direct, will run all direct marketing
The appointments are in line with BOL’s declared aim of achieving market
leadership in online book sales and are a precursor to its planned move
to add CDs to its offering.
It also signals intensified competition in the market, with Amazon
currently reviewing its pounds 1 million UK account as part of a search
for fresh creative ideas.
Nick Hurrell, M&C Saatchi’s joint chief executive, said the advertising
would aim to differentiate bol.com from Amazon by giving the brand a
distinct personality rather than allowing it to be seen as just a
’People know about Amazon only from the financial pages,’ he added. ’BOL
will be a brand that people can have a relationship with.’