NEWS: Bates Dorland nets pounds 2m prize-draw job for Reader’s Digest

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.

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.’



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