M&A wins monster net poster contract

Mills & Allen has landed the contract for the biggest British outdoor ad campaign booked by a web company.

Mills & Allen has landed the contract for the biggest British

outdoor ad campaign booked by a web company.



Ebookers.com, the travel company, has bought 3,200 of M&A’s 48-sheet

sites for the campaign, as part of a pounds 45 million pan-European

marketing drive to boost sales.



Ian Chapman, national sales group head at M&A, who negotiated the sale,

said the campaign would run across Europe, through M&A’s parent JC

Decaux.



’It’s a huge campaign, the biggest in terms of volume and value we’ve

seen from an internet company,’ he said. ’It’s running in France and

Scandinavia as well as the UK.’ The campaign will run throughout

January.



The negotiation was done with Ebookers’ chief marketing officer Glenn

Trouse, a former marketing director at Grey, and its marketing manager

Lucy Smallbone, formerly of DMB&B.



Chapman said he first heard about the campaign from M&A’s sister company

Sky Sites. ’Ebookers was talking to Sky Sites, whose portfolio fits very

well with the target market. When it decided to roll out a pan-European

campaign, it was logical to come to us,’ he said.



’Ebookers is likely to expand in Europe and we will obviously hope to do

more work with it.’



Only a few clients, such as fashion retailer Gap, book direct with M&A,

but Ebookers marketing manager Jenny Evans said the company was

’delighted with the deal’ and had no ’short-term plans to hire a media

agency’.



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