Brann UK and Claydon Heeley Jones Mason have won the direct
marketing account for Guardian Newspapers as the publishing company
develops its direct strategies, such as customer relationship
management.
The two agencies beat off the eight-year incumbent, KLP Euro RSCG, in a
pitch which also involved Alphabet Advertising, Swordfish and Tequila.
The appointment comes a week after Mother was appointed to handle the
above-the-line account for The Observer.
Brann UK, which currently handles DM for the Guardian Weekly, will work
with CHJM on The Guardian, The Observer, Guardian Unlimited, the
Guardian Weekly and Money Observer.
CHJM will also be responsible for sales promotion for The Guardian, The
Observer and Guardian Unlimited.
Guardian Newspapers' marketing director, Marc Sands, said: "Brann showed
a rigorous and disciplined approach to our brief. Its pitch met our
objectives of adopting a new strategic approach to our weekday media,
education and society offerings. CHJM showed a great understanding of
our brands and values and will translate this into creative, innovative
sales promotions."
