Europe’s largest music and video mail order company, Britannia
Music, has decentralised its UK media business and decided to appoint
two agencies to handle its pounds 14 million account.
MediaVest Manchester and the existing incumbent, Carat, will split the
business between them after pitching against New PHD, Mansfield Lang and
Universal McCann for the media planning and buying task.
Carat has handled the business for the past 25 years and retains the
pounds 7 million press planning and buying account. However, the agency
has lost out on the pounds 7 million insert business, which will now be
handled by MediaVest’s Manchester operation.
A Britannia Music spokesman confirmed that MediaVest had been appointed
’to handle Britannia’s substantial insert business given its strength in
But the spokesman added: ’Clearly Carat is doing a great job and we are
delighted to continue our long-standing relationship.’
The Britannia Music media task is focused primarily on high-volume press
buying and Britannia’s ’five CDs for the price of one’ offer is a
mainstay of the outside back covers of magazines, especially television
However, Britannia Music is now fighting off increasing competition from
high street music retailers which are currently moving into direct
The company is focusing more marketing effort on its website and is also
considering a move into interactive television advertising once digital
television launches in the UK this autumn.