MEDIA CHOICE: Ian Darby, Campaign's acting media editor, picks BT's sponsorship of the relaunched The Business

"Having secured new funding from the Press Association, Sunday

Business pushed ahead with its relaunch and is now The Business. In a

first for a newspaper launch, BT has taken over the whole issue with a

range of ads for its business services. While sales of The Business

hover at about 60,000, its audience of AB business people is perfect for

BT's services. The deal is also a good kick-start for The Business

which, having dropped its cover price to 50p, hopes to lift sales to

100,000. Securing a blue-chip advertiser is a good start."



Client: BT

Medium: Sponsorship and ads in the first issues of The Business

Media planning and buying: Chris Pyne at Zenith and Richard Lomas at PHD

Creative: Abbott Mead Vickers BBDO

Brief: Target a business audience to create impact where a single ad or

insertion would struggle to cut through



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