NEWS: AP Lintas beats five to Interflora job

Ammirati Puris Lintas has converted its first pitch since its birth following the merger of S. P. Lintas and Lintas i six months ago by landing Interflora’s pounds 4.5 million business after a five-way shoot- out.

Ammirati Puris Lintas has converted its first pitch since its birth

following the merger of S. P. Lintas and Lintas i six months ago by

landing Interflora’s pounds 4.5 million business after a five-way shoot-

out.



APL picked up the business on Wednesday after a fight against the

incumbent, DMB&B, Abbott Mead Vickers BBDO, the Leith Agency and BMP

DDB.



The business has been handled by DMB&B for the past 14 years.



The win is a coup for the recently launched APL, which is now hoping to

put the turmoil of last autumn’s merger behind it.



Andrew Cracknell, APL’s chairman and executive creative director, who

led the pitch with the agency’s chief executive, William Eccleshare,

said: ‘This is the first piece of business we have gone for. We are

chuffed.’



Howard Park, Interflora’s head of marketing, commented: ‘This was an

incredibly difficult decision because all the agencies that presented

demonstrated a good understanding of our business needs and produced

work that was of a high creative standard. In the final analysis, our

board of directors felt that the fully integrated approach presented by

APL had the edge.’



He continued: ‘I must also pay tribute to DMB&B, which over the years

has produced excellent campaigns to fit the business requirements of the

day.’ The above-the-line media budget will be pounds 2.5 million, with

additional funds going below the line.



APL’s first work for the flower delivery client is expected to break in

the run-up to Christmas.



Interflora has a retail network of 2,600 member florists in the UK and

Ireland.