Mirror Group hands creative for Sporting Life’s relaunch to Grey

The Mirror Group has gone outside its creative agency, M&C Saatchi, for the first time, to appoint Grey as the agency for Sporting Life.

The Mirror Group has gone outside its creative agency, M&C Saatchi,

for the first time, to appoint Grey as the agency for Sporting Life.



Grey won the task of relaunching the daily sports newspaper following a

five-way pitch against M&C Saatchi, Saatchi & Saatchi, Lansdown Conquest

and Banks Hoggins O’Shea.



Media planning and buying has not yet been decided but a decision is

expected within six weeks. No separate media pitch was held.



The agency appointment underlines Mirror Group’s commitment to launching

the sports title, following recent speculation that it was considering

abandoning its plans.



The creative pitch for Sporting Life was first kicked off in January but

was put on hold because the relaunch was delayed. Mirror Group resumed

talks in May but an autumn launch was also put back when the then

editor, John Mulholland, was fired.



The pitches were overseen by the newspaper’s managing director, Jeremy

Reed, and its marketing director, Simon McQuiggan.



McQuiggan said: ’We are developing this newspaper in a classic brand

marketing-led way and so we want an agency to work with us in

identifying the market opportunities. Grey’s proposition was the best we

saw.’



Steve Blamer, Grey’s chief executive, said: ’When the pitch process was

announced, our new-business director, Michael Richards, sat outside the

client’s office from 6.30am until he was given the chance to present our

ideas. This is a wonderful result.’



Tim Mellors, the creative partner at Mellors Reay and Partners, was

involved in the pitch, as a prelude to his agency’s merger with Grey.



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