Guardian Newspapers calls review of DM arrangements

Guardian Newspapers is reviewing its direct mail and sales

promotion account.

The business is held by KLP Euro RSCG. The agency will repitch for the

account against Alphabet Advertising, Brann, Claydon Heeley Jones Mason,

Swordfish and Tequila.

Agencies will present their pitches at the end of October. The account

covers direct marketing and sales promotion for The Guardian, Guardian

Unlimited, Guardian Weekly, The Observer and Money Observer.

Last month, KLP lost the £2 million DM and sales promotion

business for Workthing. com, the recruitment site operated by Guardian

Media Group.

It moved its through-the-line business into Michaelides & Bednash.

Guardian Newspapers' marketing director, Marc Sands, said: "Guardian

Newspapers has developed over the years and we are looking for the

agency that can best support our offering."

KLP has produced direct mail, promotions and digital work to support

Guardian Newspapers' major brands. In addition to direct mail, KLP also

developed recent activity for The Observer, including papers distributed

through purchases from supermarkets, and sampling at tube and train

stations to support the launch of Observer Food Monthly.

Earlier this year The Guardian said that it was putting a customer

relationship management strategy in place. It is exploring the idea of

building loyalty to different sections of the newspaper to drive sales.


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