Mother has won The Observer's £3.7 million newspaper business
after a five-way pitch.
Fallon, Leagas Delaney, M&C Saatchi, Malcolm Moore Deakin and Mother
competed for the brief after the newspaper fell out with its incumbent
agency, Ogilvy & Mather, over creative strategy. O&M had held the
account for four years.
Mother finally won the business after a shoot-out against M&C
The review was overseen by Marc Sands, the marketing director at
The Observer has sustained increased growth in recent times. The paper
reported a figure of 483,062 in October's latest ABC figures, an
increase of 4.92 per cent year on year. Over the six-month period from
May to October, the paper also reported an average ABC figure of
472,711, an increase of 8.46 per cent.
Sands said: "We saw some impressive work but Mother's really stood out.
Its pitch matched our business plans and its creative was innovative and
Stef Calcraft of Mother, added: "The brief The Observer gave us is hard
to beat, with the paper enjoying such a resurgence of late."
During its tenure on The Observer business, O&M created a cinema
campaign based on a Bollywood theme, and print work to support The
Observer Sport Monthly.