MindShare lands News International

MindShare, which this week won the £25 million media planning and buying for News International, has been given the task of creating an overarching digital strategy for its newspapers.

News International handed MindShare the account following a two-way shoot-out against the incumbent, Carat.

It is understood that News International feels it can no longer look at its individual newspaper titles and websites in isolation. The business will be led by Nick Theakstone, the managing director of WPP's Group M, MindShare's parent media group.

The pitch, which was handled by the AAR, included OMD UK in the early stages, before News International whittled the shortlist down to two agencies a fortnight ago.

Carat had been News International's media agency for the past 12 years.

News International said the decision to hold a pitch was part of a recent review of its suppliers and did not reflect Carat's performance.

Andrew Mullins, the general manager for Times Group Newspapers, said: "It's a shame there had to be two losers, as we would have been proud to have any of the three agencies representing us. However, now that we have chosen MindShare, we look forward to working with it."