The Guardian has called a review of its pounds 2.6 million creative
account after a difference of opinion with its incumbent agency, Leagas
Delaney, over future advertising strategy.
The newspaper is set to announce a shortlist of agencies next week.
Leagas Delaney has held the account for seven years and helped steer the
Guardian through the newspaper price wars relatively unscathed.
A spokeswoman for the Guardian said: ’Leagas Delaney has worked hard and
turned out a lot of ads. We know it’s not a huge budget to play
We are also aware that there are plenty of people who want to work with
us and perceive it as more of an opportunity than Leagas Delaney does
She added: ’We want not just good advertising, but famous advertising
which will help move the Guardian on through its brand image.’
The Guardian’s budget will not change, but the newspaper is likely to
run a brand advertising campaign - which has not happened since 1994
when the G2 section was launched. The review will not affect the
Guardian’s media planning and buying agency, New PHD.
Bruce Haines, the chief executive of Leagas Delaney, said: ’We took the
view that it didn’t have a significant budget to launch a persuasive
brand campaign as well as carrying on targeted activity. We are angry
because if you have a relationship after seven years as successful and
fruitful as this, you expect more honesty. I feel like I imagine BBH
felt when they lost Haagen-Dazs.’