Harrison Patten Troughton Brand Response is putting together a
direct mail campaign for the Times, in a special promotion for the
newspaper’s World Cup Fantasy Football League.
This is the first time the Times has gone outside its below-the-line
agency of record, Lowe Direct, since Lowes won the account from Ogilvy &
Mather Direct (now OgilvyOne) nearly two years ago.
HPT set up in March with financial backing from Rainey Kelly Campbell
Roalfe, which is the Times’s above-the-line agency (Campaign, 20
Its three founding partners are Steve Harrison, the former OgilvyOne
creative director, Tim Patten, the ex-BT multimedia unit head, and
Martin Troughton, formerly managing director of Bates
The mailing is designed to encourage recipients to join in the fantasy
football game, which launched last week, though it won’t appear until 2
June to coincide with the squad announcements for the World Cup.
It will go out to 200,000 Times readers and former entrants of the last
fantasy football competition that the newspaper ran.
JoJo Primrose, the relationship marketing manager for the Times, said:
’We wanted to carry the above-the-line strategy for the World Cup game
below the line. It was a very short-notice task - the game is already up
and running, but most people know it would be foolish to start playing
before the squads are announced.’
Primrose stressed that the appointment was a one-off, explaining: ’With
the execution we wanted - and having to rush it out in two weeks - it
made sense to use HPT. Of course, we’d be foolish to not keep our
options open, but we are very happy with Lowe Direct.’
Last week, Lowe Direct’s parent advertising agency, Lowe Howard-Spink,
picked up the pounds 3 million account for the Independent. However, a
source at the Times said the newspaper’s management is unconcerned, as
Lowe Howard-Spink and Lowe Direct work independently of one another.