Lowes faces fight to keep Express task as boss re-focuses

Lowe Howard-Spink is facing a fight to retain its one-year-old Express account following the appointment of Paul Woolfenden as the marketing director for Express Newspapers.

Lowe Howard-Spink is facing a fight to retain its one-year-old

Express account following the appointment of Paul Woolfenden as the

marketing director for Express Newspapers.



Woolfenden has said that he will be looking at all agencies and everyone

involved with marketing the newspaper titles. He said: ’I wouldn’t rule

out a review at this stage.’



Leo Burnett works on the Daily Star account, with media centralised for

both titles in IDK Media.



Woolfenden is anxious to review the brand focus of both the Express and

the Daily Star, but voiced particular concern about the former. He said:

’I will be looking at all agencies. I will look at performance. I know

Tim Lindsay (chief executive) at Lowe Howard-Spink. Some of the stuff

the agency has produced has been interesting, but perhaps could have

been better. I need to evaluate what its thinking is and make sure it

can help.’



Lowes has worked on the Express account since last February, winning a

head-to-head pitch against Walsh Trott Chick Smith. Lowes’ first

multimillion pound campaign appeared in September with a 30-second

commercial featuring the Express columnist, Alan Hansen.



The Express’s advertising has been product-led as the newspaper has

tried to pitch specific features to a broad audience. Nicholas

Rudd-Jones, the managing director of Express Newspapers said: ’The

attitude towards the Express has change quite dramatically and our ABC

figure is coming round. I agree we’re not there yet, but bringing in

Paul will make a difference. We do need to make more noise about the

Daily Star.’



Full story, p10.



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