Guardian Newspapers has clinched the entire pounds 500,000 media
spend for the renewable energy company Unite(e), which recently
appointed the start-up Jones Britton Breckon Company.
The campaign includes advertisements, advertorials and a supplement in
The Guardian, as well as ads in The Guardian’s Weekend magazine, The
Observer’s Life supplement and Guardian Unlimited, the website. The deal
was sealed by Adam Freeman, agency sales manager at the newspaper
group.
The campaign aims to persuade readers to switch from their existing
electricity supplier to Unite(e), which sources its power from renewable
methods such as hydro-electric schemes and wind farms.
The start-up shop is understood to have picked up the account through
Unit(e)’s creative shop, Navajo2.
JBBC launched in July and is backed by MBS Media. It is headed by
Richard Britton, former non-broadcast director of CIA Medianetwork, Bill
Jones, former head of press at MediaCom - now MediaCom TMB - and Nigel
Breckon, ex-press director at Carat.
JBBC’s launch client was CVC Capital Partners - a pounds 1 million
adspend account - and last week it picked up the brief for United News &
Media’s uTravel.co.uk.
The latest win hikes JBBC’s first-year billings up to pounds 4 million.
The Unite(e) buying is being implemented by Acumen.
The agency’s mission is to seek out smaller clients who feel neglected
in large media agencies. To retain a focus on these clients, JBBC has
said it will take on accounts with an adspend of between pounds 500,000
and pounds 10 million.
’We are not going to get big for the sake of it,’ promised Britton when
the firm launched. ’It’s not about scale, it’s about service. We all
know, through working for our previous respective employers, that the
smaller agencies can end up underwriting the big agencies.’
When Jones worked at MediaCom he oversaw the agency’s retail business
for clients such as Carpetright and DFS.
At CIA, Britton handled the agency’s IPC Magazines, Rank Leisure and
Toys ’R’ Us accounts.
