Brilliant, the Leeds-based media agency, has begun broadcast
planning and buying for Baines & Ernst, the UK’s largest debt management
Brilliant won the pounds 3 million account, which was previously handled
by MediaVest Manchester, at the end of last year.
The Baines & Ernst account is headed by agency director Mike Silkstone,
who is assisted by broadcast director Sarah Mills.
The media push will focus on direct-response advertising, especially on
radio, although Brilliant is organising a DRTV ad campaign on satellite
channels as well as Channel 4 and Channel 5.
Manchester-based Baines & Ernst offers ’financial management programmes’
to consumers and was launched three years ago.
Brilliant’s director David Moutrie said Baines & Ernst will be
advertising on the majority of Britain’s independent radio stations
’from Capital right up to Key 103 and the Clyde and Forth stations in
Scotland’. He continued: ’Response-oriented business is both demanding
and accountable and is therefore the ultimate test of our expertise and
Terry O’Neill, managing director of Baines & Ernst, commented on the
appointment: ’We advertise heavily on a variety of terrestrial and
satellite channels, as well as on a great many radio stations across the
’Advertising is the key to our customer recruitment programme and
therefore it is critical we achieve the best results possible in terms
of planning and buying.’
The Baines & Ernst contract is the latest in a string of wins for
Brilliant, including Global Video, Claims Direct, Record Tools and the
sports stores Decathlon.