Express Newspapers is reviewing its creative account eight months
after appointing Leo Burnett to the task.
Paul Woolfenden, commercial director of the Express, has invited five
agencies to pitch, including Young & Rubicam, Fallon McElligott, St
Luke’s, RPM3 and Burnetts. However, the incumbent and Fallon McElligott
have decided not to pitch.
Woolfenden, who made the appointment of Burnetts one of his first acts
on arriving at the Express in April, declined to comment this week.
However, it is understood that plans for a national advertising effort
have foundered due to conflict between the marketing and editorial
departments. While the marketing department believed that brand
advertising was the way forward, editorial argued for a content-led
approach, a tactic used by the previous incumbent, Lowe
At the time of the review, Woolfenden said Lowes’ work had been
’interesting, but perhaps could have been better’, adding that he
believed Burnetts would provide the Express with the same sort of
’excellent creative ideas’ it had come up with for the group’s Daily
Star title, which it has handled since 1988.
In October the mid-market newspaper tested a TV branding campaign which
used the tagline, ’Express yourself tomorrow’, in the North of
In the 12 months to June, the Express spent pounds 2.5 million on
advertising while the Daily Star spent pounds 1.6 million, according to
It is unclear whether the Star’s account will move as a result of the
review, but presentations will be strictly limited to the Express
In October, the Express’s sales were down 2.5 per cent month on month,
while the average six-monthly circulation figure year on year was down
more than 7 per cent.