M&C Saatchi scoops Daily Mail

LONDON - M&C Saatchi has won a brief from Associated Newspapers to create a brand campaign for the Daily Mail.

Daily Mail...M&C briefed to create branding campaign
Daily Mail...M&C briefed to create branding campaign

The agency picked up the business following a three-way pitch against The Law Firm, the incumbent, and Bartle Bogle Hegarty, which works on The Mail on Sunday account.

M&C will now be briefed to create a TV, print and digital campaign to promote the newspaper and build on the Daily Mail brand as it looks to increase sales in an increasingly difficult market.

The Law Firm creates the Mail’s targeted price-promotional work, but the publisher felt that it should consider other agencies when plotting a full-scale brand campaign.

Tim Duffy, the chief executive of M&C Saatchi, said: "I can confirm we are working with the Daily Mail. It is a vibrant brand and we are thrilled to have this opportunity."

In July’s ABC figures, the Mail was the best performing of all paid-for national weekday newspapers in terms of month-on-month changes, increasing its circulation by 1.77 per cent from June to 2.27 million copies a day last month.

However, this still represents a 5.4 per cent drop year on year as the newspaper market overall continues to suffer sales declines.

The Daily Express, the Mail’s rival in the mid-market sector, saw its circulation drop by 9.3 per cent month on month and 7.4 per cent year on year.

Last month, Associated Newspapers reported falling ad revenues across its newspaper divisions.

The publisher said that its press operations had seen falls of 5 per cent overall, with display down by 5 per cent and classified down 9 per cent year on year.