Britannia appoints two media shops to handle its account

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.

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

this market’.



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

listings titles.



However, Britannia Music is now fighting off increasing competition from

high street music retailers which are currently moving into direct

marketing.



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.



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