BMP DDB has picked up the pounds 7 million HMV media business after a
final shoot-out with TMD Carat.
The client is also close to reappointing the incumbent creative shop,
Beeching Dowell Stubbs, to its pounds 3 million creative account. The
through-the-line agency previously shared a smaller budget with the
specialist music shop, Quick on the Draw
The entire account came up for review in January when HMV decided to
refocus its advertising as a direct result of setting up a marketing
department last year.
BMP, TMD, Universal McCann and the incumbent, CIA Medianetwork, were
originally asked to pitch for the media. Universal and CIA were knocked
out after the first round.
On the creative side, BDS pitched against Leagas Delaney, Mustoe
Merriman Herring Levy and Simons Palmer Denton Clemmow and Johnson.
BMP will officially take over the media account from June. A new
campaign will roll out shortly afterwards as HMV looks to take on Virgin
and Our Price. It will focus on TV and press ads.
Derek Morris, the joint media director at BMP, said its brief was
twofold. First, it must build the HMV brand and, second, work on co
operative advertising with record labels, while also making such work
more effective. The budget will be split evenly between the two-initiatives.
Morris commented: ‘It was very close. Basically, it boiled down to a
beauty contest and we were more beautiful. What probably shaded it for
us was a slightly better grasp of HMV’s business.’