TMW has been charged with developing a strategic direct marketing programme aimed at building on Fish4's position in the market, as well as improving relationships with customers.
Jonathan Lines, marketing director at Fish4, said: "We were impressed that, in a very short time, TMW was able to really get to grips with our audience and the dynamics of our business. Its creative capabilities, media-neutral approach and strategic thinking will complement our way of thinking and, no doubt, go a long way in helping us build our brand among core target audiences."
The agency's first task will be to target recruitment consultancies and headhunters with an on- and offline drive to grow its job advertising business. This activity will then be adapted and rolled out across the company's car and property offerings.
Simon Breed, group account director at TMW, said: "Fish4 is an extremely interesting brand to work on, as it is by no means a 'traditional' direct marketing client. It therefore provides a unique set of challenges to take up. I believe that key to our appointment has been that we have demonstrated our ability to deliver on a short-term tactical brief, but within a long-term strategic vision."
Fish4 is owned by a consortium of regional newspaper groups including Trinity Mirror, Guardian Media Group, Newsquest Media Group and Northcliffe.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.