MCBD beats three to Thomson Local brief

The directories business Thomson Local has handed Miles Calcraft Briginshaw Duffy its £4 million advertising account after a four-way pitch.

MCBD beat Campbell Doyle Dye in the final shoot-out. Soul and the incumbent, Barnett Williams Partnership, also presented.

The pitch was called in December and is part of the company's strategy to increase the brand's share of the £700 million UK directories market.

The review was overseen by Kendall Gordon, the marketing director at Thomson Directories, and was handled by Agency Insight.

Gordon said: "MCBD developed some compelling insights and novel ideas for the pitch, and we are looking forward to taking these forward."

The brief includes television and online advertising aimed at promoting its offline directory Thomson Local and internet offering.

Helen Calcraft, the managing director at MCBD, added: "We are excited about working with the Thomson Local brand. It is not only a household name, but has great further potential which we can help to unlock."

Thomson Local rolled out across the UK in 1981. Since then, its advertising has featured its iconic blue cat, in various guises including a cheeky cartoon character and more recently a sleek blue cat.

Thomson's media account, handled by The Media Shop, was not affected by the review.

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