Fish4 chooses MML for its personalised one-off print project

Fish4, the online classified ads service owned by the UK's leading regional newspaper groups, has appointed Mustoe Merriman Levy to handle its latest print initiative.

While Publicis will remain Fish4's lead agency and will continue to handle its TV advertising, MML has been assigned a one-off project to build personalised service on top of brand awareness.

The regional press campaign is part of a marketing schedule worth the equivalent of almost £12 million a year.

MML, which lost out to Publicis in a pitch for the business almost two years ago, will extend the "army of fish

TV work into the print campaign.

The new work was produced by the creative team of Constanza Rossi and Jonathan Crawford and was photographed by Robert Wyatt.

Fish4 websites were set up in October 1999 by Northcliffe Newspapers, ewsquest Media Group, Trinity Mirror, Guardian Media Group Regional Newspapers and Regional Independent Media. Their launch was a regional press response to the growing encroachment of the internet on classified advertising, its major source of revenue.

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