20/20 Media has scooped the pounds 2 million media planning and buying
account for the Metropolitan Police as the force gears up for a
crackdown on the capital’s drug dealers.
The creative work will be handled by the communications consultancy, the
Imagination Brokers. A campaign is due to break in June.
The full details are being kept under wraps, but it will include a mix
of above- and below-the-line advertising.
News of the appointments follows the collapse of a statutory review of
the business, which was called last November and ended in disarray when
the competing agencies pulled out after questioning the client’s
commitment to high-profile advertising.
Five agencies originally lined up to pitch, together with their media
affiliates, for the full-service account: Leagas Delaney, BMP DDB,
Ogilvy and Mather, Delaney Fletcher Bozell and the incumbent, Saatchi
and Saatchi, which picked up the account when it bought Laing Henry at
the start of 1995.
Paul Woolmington, the managing director of 20/20 Media, said: ‘We’re
delighted to be working with the Metropolitan Police as a media
independent. Having worked on the original pitch, we gleaned a lot of
information, so we can hit the ground running.’
The Imagination Brokers’ managing partner, Michael Freter, commented:
‘As a result of various factors, the Met decided to appoint us as
consultants. Depending on how the Met decides to run the account, there
will be a tender at some point in the future.’