MEDIA ANALYSIS: SALE OF THE WEEK

It’s not unusual to see Richard Branson flashing his pearlies on the front pages, so Virgin’s advertorial cover-wrap on Monday’s Metro had an unusually authentic feel to it. Certainly it didn’t put Underground folk off their favourite free-sheet - Associated printed more than the usual 350,000 copies, and claims new records for the number of issues shifted. But, according to Mike Anderson, deputy managing director of Metro, the paper will ’never, ever’ sell anyone a cover-wrap again. ’This was a brilliant sell,’ he said. ’It makes the right kind of noise to attract other brands of a similar calibre.’ The wrap was the brainchild of Matt James, board director at Virgin’s agency Manning Gottlieb Media, who negotiated the deal with Anderson. ’Matt came up with the cover-wrap. The PR people wrote it, we looked at it, they re-wrote it and so it was born. It was a bit like a 57lb baby - easy to conceive, harder to deliver.’

It’s not unusual to see Richard Branson flashing his pearlies on

the front pages, so Virgin’s advertorial cover-wrap on Monday’s Metro

had an unusually authentic feel to it. Certainly it didn’t put

Underground folk off their favourite free-sheet - Associated printed

more than the usual 350,000 copies, and claims new records for the

number of issues shifted. But, according to Mike Anderson, deputy

managing director of Metro, the paper will ’never, ever’ sell anyone a

cover-wrap again. ’This was a brilliant sell,’ he said. ’It makes the

right kind of noise to attract other brands of a similar calibre.’ The

wrap was the brainchild of Matt James, board director at Virgin’s agency

Manning Gottlieb Media, who negotiated the deal with Anderson. ’Matt

came up with the cover-wrap. The PR people wrote it, we looked at it,

they re-wrote it and so it was born. It was a bit like a 57lb baby -

easy to conceive, harder to deliver.’



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