Helen Lawson, now international sales manager at IDG
Communications, was working at Northcliffe Newspapers’ national sales
house when she pulled off a coup by luring Wrigley’s into the regional
’In conjunction with the Keep Britain Tidy campaign, Wrigley’s wanted to
persuade people to dispose of their gum in bins. The campaign was
centred on the youth market in Plymouth and Derby. Northcliffe owns an
entertainment magazine targeting young people in Plymouth called TDB -
The Dog’s Bollocks.
We persuaded Wrigleys to brand the title.
’We also decided to launch a replica magazine for the Derby area for the
duration of the campaign, that we called TMN - The Mutt’s Nuts. It took
us nine months to bring CIA Medianetwork’s regional press director Lee
Collins round to the idea. Unfortunately for Keep Britain Tidy, I don’t
think the campaign had much of an impact on the gum-chewing habits of
the local teenagers.’