MindShare has wrested the Telegraph’s pounds 6 million media
account from the Media Factor without a formal pitch.
The win represents MindShare’s first media planning and buying triumph
since WPP set up the agency out of J. Walter Thompson, the Network and
other companies within the group (Campaign, 26 September).
The Telegraph’s decision comes at a critical time for the newspaper, as
the market squares up for a circulation battle. The Saturday Telegraph
is due to be revamped, the Times is to relaunch its Saturday magazine
and the Sunday Business is also due to be relaunched.
Paul Woolfenden, director of promotions at the Telegraph, said: ’The
company has gone through a review of everyone we’re doing business
With MindShare, there were certain areas of its business we were
interested in - the Henley Centre, Advanced Techniques Group and others.
There were a couple of things that made more sense for us.’
Mandy Pooler, the managing director of MindShare UK, said: ’We
approached the Telegraph with the launch of MindShare and it was one of
those things where the timing was right. It was keen to move quickly,
but we had to demonstrate our capability, otherwise it would have gone
to a formal pitch.’ The Media Factor’s contract runs until April 1998,
but MindShare is due to take up the account immediately.
MindShare will review the Telegraph’s TV schedule for the coming year,
but may continue to exclude ITV, which came off the Telegraph’s media
schedule early last year in favour of Sky TV and its strong sports
Woolfenden said: ’One discussion with MindShare was about tightening up
the think- tank on where we go from here. We realise ITV isn’t the be
all and end all. We’ve had great recall and conversion from Sky.’
MindShare’s appointment will bring the media account within the same
group as the creative business, which is held by its sister agency, JWT.