HarperCollins, the book publisher, is set to review its
advertising account, currently at Young and Rubicam, and is assembling
a pitch-list of likely agencies.
Y&R picked up the pounds 2 million business almost two years ago, but
HarperCollins is understood to be seeking a new type of agency
Because of its erratic creative needs - only a handful of major titles
get full advertising support each year - the publisher is considering
hiring a media partner and using a creative agency on a
Mediapolis, which handles the media for Y&R’s full-service clients,
inherited the HarperCollins media planning and buying business when it
launched last year.
Now HarperCollins is preparing a list of candidates for the media
account, expected to be worth at least pounds 2 million in the coming
Last year, it spent just under pounds 2 million, according to
Register-MEAL, across its two divisions - the main HarperCollins
operation and Flamingo Books. Around pounds 200,000 went on the launch
of Martin Amis’s the Information, while slightly less was spent on
Jeffrey Archer’s the Fourth Estate.
Most of the company’s media spend traditionally goes on posters,
national press and monthly magazines. But last year it experimented
with joint advertising deals with Tesco and Dillons.
Toby Hoare, the chief executive of Y&R, declined to comment.