Clemmow Hornby Inge has scooped the £7 million Telegraph
Group business after a pitch against Leo Burnett and
CHI succeeds J. Walter Thompson, which parted company with The Daily
Telegraph in late October, ending a relationship of more than eight
years with the paper. JWT was credited with keeping The Daily
Telegraph's circulation above the crucial one million mark, yet concerns
remain about the paper's ageing readership.
"Some people will see this as a bit of a leap into the unknown after
such a long time with JWT," the Telegraph Group's marketing director,
Mark Dixon, said. "But this is an incredibly exciting time for CHI and I
think we can share in that excitement, passion and dynamism. When people
sample The Daily Telegraph they find something exciting and we want the
ads to entertain and surprise a younger audience in the same way."
Dixon said that television would remain an "important part of the media
armoury" for The Daily Telegraph but hinted that other avenues could be
explored through CHI. The majority of The Daily Telegraph's spend was
shifted to TV last year behind JWT's "to a T" campaign.
"We're elated and very excited to be working with Jeremy Deedes and
Mark," Johnny Hornby, CHI's co-founder, said. "It was a real team effort
and I'm very proud of everyone at CHI. The Daily Telegraph will be a
defining account for us."
Lowe Lintas was originally included in the review, organised through the
AAR. However, the agency withdrew a fortnight ago to concentrate on its
attempts to poach the Trinity Mirror account from M&C Saatchi. McCann
took Lowe's place on the shortlist.