New PHD has picked up the pounds 3 million pan-European media
planning and buying for Polygram’s record mail-order division,
The business was clinched following a pitch last month against the
incumbent, Barker Nicholson Limited, and two other unnamed agencies.
New PHD has now been briefed to help Polygram boost its Insight division
throughout Europe by opening up different media opportunities.
Helen Wilkinson, the media manager at Polygram, said: ’We decided to
review because we’re a fast growing company with changing
We felt New PHD was better suited to those requirements.’
The Insight record mail-order business, which launched three years ago,
is a wholly-owned division of Polygram International. It does not
produce traditional brand advertising but sells compilation albums from
Polygram and other record labels through direct response advertising and
mail-order activity. It operates in 13 different European countries, but
is understood to be looking to expand its business.
Wilkinson added: ’Unlike brand advertisers, we can measure the
effectiveness of our media. We think New PHD has the scale and expertise
to help us do this and I’m sure it will show innovation and new
Jon Wilkins, the creative communications director at New PHD, said:
’We’ve been briefed to help Polygram expand its business by opening up
media doorways. Every media company is a potential retailer.’