MindShare wins pounds 9m Thomson Holidays media buying

Thomson Holidays has handed its pounds 9 million media planning and buying account to MindShare after a two-month review of the business.

Thomson Holidays has handed its pounds 9 million media planning and

buying account to MindShare after a two-month review of the

business.



MindShare pitched against the incumbent, BMP Optimum, and MediaVest for

the account.



BMP Optimum had originally handled the business as part of a

full-service account alongside its sister creative agency, BMP DDB, but

Thomson decided to review the creative business out of BMP in

February.



HHCL & Partners picked up the creative account in May, sparking a review

of the media task. The rethink is understood to have been driven by a

search for greater cost efficiencies from media buying after the change

in creative agency threw a spotlight on Thomson’s media costs.



Mandy Pooler, the chief executive of MindShare, said the pitch had been

a very competitive one. ’In the end, Thomson felt we were aggressive on

the buying side but also smart on the thinking side,’ she said.



MindShare has started work on media planning for Thomson and will be

handling buying on the first campaign from HHCL, due to break in the

busy Christmas period.



Thomson is looking for new ways to promote holidays to consumers, moving

away from purely price-led propositions. The company wants to underline

the importance of the annual holiday by taking a more emotional approach

in its advertising.



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