Reader’s Digest has drafted in Bates Dorland to handle the promotion of
its next prize draw, backed by an expected budget of pounds 2 million.
The agency saw off challenges from BST-BDDP and Butler Lutos Sutton
Wilkinson to win what is being described as a ‘confidential advertising
project’ which will break in January.
Creative executions are being researched for a test campaign which is a
likely precursor to a national television roll-out.
Reader’s Digest developed the draw, which offers cash prizes of up to
pounds 250,000, some years ago as a mail-order tool for introducing
consumers to its product range.
The TV advertising for the draw has had a reputation for a formulaic
creative approach. But Tony Gosling, the Reader’s Digest associate
director who led the review, said: ‘Dorlands showed a very clear grasp
of the issue that we face and produced an outstanding creative solution
to the problem.’
Julian Sandy, the Dorlands account director on the business, would not
disclose what the new advertising would be like, but said: ‘Our task is
to stimulate the interest of people who have not in the past responded
to invitations to take part in the draw.’
Graham Hinton, the Dorlands chairman, said: ‘After our success in
retaining the BAA account last week, it’s a great delight to win a piece
of business like this.’