McCanns Manchester keeps Magnet

McCann-Erickson Manchester and Universal McCann have fought off stiff competition to hang on to the pounds 5 million Magnet account in the kitchen company’s third advertising review in seven years.

McCann-Erickson Manchester and Universal McCann have fought off

stiff competition to hang on to the pounds 5 million Magnet account in

the kitchen company’s third advertising review in seven years.



’It was a close-run thing,’ David Wethey, the managing director of

Agency Assessments, the consultancy that was brought in to help conduct

the review, said. ’Retail experience was mandatory; Magnet was not just

looking at advertising.’



The final shootout pitted McCanns against Butler Lutos Sutton Wilkinson,

Arc and J. Walter Thompson Manchester. Poulter and the Morgan

Partnership were involved at an earlier stage.



The chief executive of McCanns Manchester, Brian Child, who has a

reputation for fighting hard to retain existing business, said Magnet

was looking for a partner, rather than just an ad agency. ’I think we

have retained the account because of our range of in-house expertise and

our integrated approach to business,’ he said.



Andrew Airey, the Magnet group’s new marketing director, said: ’I wanted

to ensure we had an agency with strong retail experience and a truly

integrated approach. McCanns’ strategic planning, depth of creative

resource and expertise in direct response media and direct marketing

gave it the edge.’



McCanns Manchester will now work with Magnet to implement a three-year

strategic marketing plan. ’We will begin to see the strategic impact of

our advertising around Christmas time,’ Child said.



Magnet has appointed Mark Collier its marketing strategy and services

manager. He will oversee the agency work. Airey, who replaced Ken

Partington, joined Magnet from Blue Circle Industries eight months ago.



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