Media companies are preparing to pitch for the Britannia Music
media planning and buying account as it goes up for review after 22
years with Carat.
The media independent will repitch for the pounds 13.5 million business
against Mansfield Lang, Universal McCann, MediaVest Manchester and New
Carat - then known as the Media Department - was first awarded the task
in 1976, after launching as one of the UK’s first independent media
specialists four years before. At the time, Britannia handled its
creative in-house and only needed its media planning and buying
Mark Williamson, Britannia’s marketing director, commented: ’The review
is not a big deal; it’s just more formal this time. We currently deal
with Carat, and may well do so in the future.’
Mark Craze, the Carat managing director, said: ’We perfectly understand
Britannia’s position and look forward to demonstrating how we can
continue to help drive its business forward in the future.’
The media task largely involves high-volume press buying. Britannia’s
’Five CDs for the price of one’ offer is a mainstay of the outside backs
of magazines, especially TV listings titles.
A result is expected by the end of the summer.