ICD takes on media and creative shops for national survey

ICD, the lifestyle database company, is poised to appoint the Media Centre and Evans Hunt Scott to handle the advertising for its new national households survey.

ICD, the lifestyle database company, is poised to appoint the

Media Centre and Evans Hunt Scott to handle the advertising for its new

national households survey.



The Media Centre won the business in a pitch against the direct

marketing media specialists, Mansfield Lang. ICD had been using IDK

Media for a two-area advertising test last year, but IDK is understood

to have declined to pitch for the media account.



Evans Hunt Scott took the creative business after pitching against Grey

Direct and Space City, the agency that created the test advertising

work.



The two appointed agencies will work together on a campaign to

encourage the public to fill in their copies of ICD’s new lifestyle

questionnaire.



The project will mail three separate surveys to the UK’s 24 million

households and is backed by a pounds 21 million marketing spend.



Nancy Dull, the head of marketing and design at ICD, would not comment

on advertising budgets for the project, but a figure of pounds 1

million is understood to have been set aside for an initial one-week

burst, with a total spend of more than pounds 2 million allocated for

the first year.



The aim of the ICD survey is to provide advertisers with information

about niche areas of consumer behaviour. The first survey includes 150

questions sponsored by a number of companies, covering sectors such as

motoring, health, finance and travel.



The survey is expected to achieve around 3.6 million responses, making

it the largest achieved by any survey other than the Census. The

results will be made commercially available once the information has

been processed.



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