Manning Gottlieb Media has emerged triumphant in a secret two-way
pitch against Carat for the French Connection media planning and buying
account.
The move ends an 11-month relationship with Booth Lockett Makin, the
incumbent on the #2 million business .
MGM’s hold on the business is effective immediately, although there is
no advertising activity planned until the new year. The move creates
another shared account for MGM with its sister Omnicom creative agency,
TBWA GGT Simons Palmer.
Colin Gottlieb, a managing partner of MGM, said: ’This is a fantastic
account to come into the agency and fits perfectly with our
business.
We have a great relationship with TBWA and we have come up with some
innovative ideas for the brand.’
French Connection’s advertising activity has centred around outdoor
media since the introduction of its controversial FCUK branding last
April.
The fashion retailer is expected to expand its media mix, building on
the success of the posters.
BLM picked up the account last December without a formal pitch, just
eight months after the business was awarded to Media Solutions, which
was a 50/50 partner with CIA Group and French Connection’s then creative
agency, BDDP GGT (Campaign, 5 December 1997).
Charlie Makin, the managing partner of BLM, said: ’We have never had a
long-term contract with French Connection; we have just handled their
media activity on a burst-by-burst basis. The client made it clear that
they wanted a different media approach, and we hope they find it.’
