MediaCom sees off incumbents to land Britannia's account

MediaCom has won the £12 million media account for the Britannia Music Company following a review out of the incumbents, Carat and MediaVest Manchester.

The Universal-owned Britannia had originally invited just the incumbents to pitch for the account, but opened it up to a wider contest after a revised brief.

The review was overseen by the managing director, Ford Ennals, the former Lloyds TSB marketing head, who joined the mail-order giant in July. He replaced Tony Kane, who stepped down as managing director.

Observers expect Britannia is preparing to move its marketing spend above the line after inviting Leo Burnett with Arc, and Abbott Mead Vickers BBDO with Proximity, to pitch for the creative account. It traditionally uses insert ads and direct mail.

No-one at MediaCom or Britannia was available for comment.

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