Britannia Music decentralises UK media 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 £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 £14 million account.

MediaVest Manchester and the existing incumbent, Carat, will split the business after pitching against New PHD, Mansfield Lang and Universal McCann for the media planning and buying task.

Carat has handled the business for the last 25 years and retains the £7 million press planning and buying account. However, the agency has lost the £7 million insert business to MediaVest .

A Britannia Music spokesman confirmed that MediaVest had been appointed "to handle Britannia's substantial insert business given its strength in this market" but 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 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 TV listings titles.

However, the company is now fighting off increasing competition from high street music retailers who are moving into direct marketing. Britannia is focusing more marketing effort on its web site and is also considering a move into interactive TV advertising once digital TV launches this autumn.





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