EasyJet unveils planning/buying shortlist

EasyJet has revealed the shortlist for its pounds 8 million UK media planning and buying account.

EasyJet has revealed the shortlist for its pounds 8 million UK

media planning and buying account.



Zenith, BBJ, BJK&E and the incumbent Matters Media have all been

selected to go forward to the final stage.



EasyJet used Agency Assessment to whittle down the list of agencies that

had thrown their hats in the ring.



’At least half a dozen agencies expressed their interest to us

directly,’ said Toby Nicol, EasyJet spokesman.



’By working with Agency Assessment we have narrowed them down and we

will award the account to the agency that best understands our brand,’

he added.



The winner will be announced in early September.



He said Matters Media had done a good job but that the low-cost airlines

market had developed - becoming increasingly cluttered and competitive -

since the agency was appointed.



EasyJet produces its creative inhouse and Nicol confirmed this

arrangement would continue.



Matters Media has handled the EasyJet account since the Greek

entrepreneur Stelios Haji-Ioannou launched the budget airline five years

ago.



Press has traditionally been EasyJet’s favoured medium, with broadsheets

and the Daily Mail taking around half the total advertising spend.



Outdoor pulls in around 30 per cent of the marketing budget, with the

advertiser favouring six- and 48-sheet sites in city locations.



The airline pours the remainder of its budget into internet

advertising.



Matters Media also handles EasyEverything, the chain of internet

cafes.



This piece of business is excluded from the media review.



EasyJet plans to float a quarter of its equity on the London Stock

Exchange at the end of October or early November. City analysts have

valued the airline at more than pounds 600 million.



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