Granada Group is poised to centralise its pounds 12 million media
account and has drawn up a shortlist of agencies to pitch for the
Zenith Media, New PHD and YMG and TMD Carat - which would work together
- lined up this week to bid for the pooled business. A final decision is
expected to take some time.
The winning agency will be responsible for media planning and buying
across all divisions of Granada - a task that has never been attempted
The centralisation was given impetus when Granada acquired the Forte
group for pounds 3.9 billion in January.
The main planks of Granada’s business are the hotels and rental
divisions, which spend pounds 3 million and pounds 8 million,
respectively. They are handled by CIA Medianetwork and YMG Carat.
Other key parts of its business include motorway service stations and
theme parks, which have budgets of pounds 1.1 million and pounds
The service stations arm comprises the Little Chef and Welcome Break
outlets, as well as Granada. The accounts are currently held by the
Media Centre, Young and Rubicam and Lowe Howard-Spink respectively.
The theme parks business is handled by TMD Manchester.
The media rationalisation has been expected and follows the group’s
decision to overhaul some of its advertising arrangements earlier
In January, Granada said it would review Forte’s advertising after the
takeover (Campaign, 26 January). Then, in July, the group handed Abbott
Mead Vickers BBDO the pounds 4 million task of refreshing its image
across its 560 UK stores.
No-one at the competing agencies was available for comment.