John Ayling and Associates has scooped the pounds 4 million media
planning and buying task for the clients of Alliance in Bristol, which
disbanded its media department at the end of last year.
Aylings presented for the business alongside a number of other media
independents after Alliance decided to hive off its media buying to
concentrate on offering a creative service.
Aylings will take on all of Alliance’s media portfolio, which includes
the planning and buying for Mendip Dairy Crest’s Cathedral City cheese,
Beverage Brand’s Canadian Clear and Wolf Intersnack’s Pom potato snacks.
The London-based media independent will also become Alliance’s media
partner of record in its new-business pitches.
The move has raised questions about the viability of some smaller in-
house media departments at regional advertising agencies. Alliance
Bristol’s rival agency, Hall Harrison Cowley, decided to close its media
department last June, appointing Clilverd Booth Lockett Makin to handle
its pounds 10 million billings.
Alliance’s decision to bow out of media follows a similar move by its
Scottish sister agency, the Bridge, which folded its media business
into Scotland’s FB Media Direction last month.
This latest initiative has sparked speculation that Alliance’s other
offices in Cardiff and the Midlands could follow suit, taking advantage
of the cost savings and improved media muscle that can result from media
being pooled into a bigger company.