MindShare and PHD hired for election battle

LONDON - MindShare and PHD are to go head to head on the Labour and Conservative Party media accounts in the run-up to a general election.

The Conservative Party has appointed PHD to handle its media buying. Goodstuff will handle comms planning and has a campaign strategy ready in case a snap election is called next week.

Meanwhile, Labour has appointed Mindshare as its media agency, following the appointment of Saatchi & Saatchi to the creative account last month.

Goodstuff's strategy for the Tories is understood to be weighted heavily towards digital communications and will rely less on posters and TV political election broadcasts (PEB) than previous campaigns.

The agency, which is part owned by Omnicom, has already worked with the Conservative Party over the last year to engage younger voters and reawaken interest among disenchanted Tories.

Andrew Stephens, a partner at Goodstuff, said: "Most political campaigns suffer from the 'same old same old' tag with standard PEBs, posters and door knocking. Goodstuff and PHD will challenge this truism by helping the Conservatives in a communications world that has changed significantly since the last election in 2005."

Labour declined to comment on its media strategy or on whether an appointment to the media account had been made.

Separately, the Liberal Democrats have kicked-off a search for a digital agency in light of the increasing possibility of an early election.

Reports in the past few days have suggested that prime minister Gordon Brown is planning to announce a snap election next week, taking advantage of polls that put Labour up to 11 points ahead of David Cameron's Tories.


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