BOL to take on Amazon with M&C Saatchi ads

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.

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

activity.



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

distribution system.



’People know about Amazon only from the financial pages,’ he added. ’BOL

will be a brand that people can have a relationship with.’



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