NEWS: LDV opts for Simons Palmer and MGM

Simons Palmer Denton Clemmow and Johnson and Manning Gottlieb Media have scooped the creative and media accounts for the vans group, LDV, worth pounds 5 million in total.

Simons Palmer Denton Clemmow and Johnson and Manning Gottlieb Media have

scooped the creative and media accounts for the vans group, LDV, worth

pounds 5 million in total.



LDV, formerly known as Leyland DAF Vans, saw creative proposals from

Simons Palmer, Mustoe Merriman Herring Levy and Rainey Kelly Campbell

Roalfe, while Pattison Horswell Durden and TMD Carat Manchester pitched

against MGM for the media. Separate pitches were held for each.



LDV began trawling for a national media agency in September. It later

began its search for a creative shop, after deciding on a revamp of its

advertising strategy.



The Birmingham-based client, which bought itself out from receivership

in 1993, is now gearing up for a branding campaign to raise awareness of

the LDV name with a boosted budget. It previously spent around pounds

700,000, mostly in the trade press, through local agencies.



Simons Palmer’s new-business development director, Amy Smith, and an MGM

partner, Colin Gottlieb, said they had not had confirmation of the wins.

LDV’s marketing director, Malcolm Jefferies, was unavailable for

comment.



LDV is second to Ford in the UK van market. It supplies fleets of

ambulances and vans to large clients, and vehicles to private owners.



The campaign is expected to be consumer-driven, embracing a variety of

media, including television.



Leyland DAF Vans’ management bought itself out in July 1993 after its

parent went into receivership. The advertising account has been

constantly on the move since.



LDV first hired Birmingham’s RTA Advertising, but the account moved to

Kevin Morley Marketing in February 1994. At the same time, media moved

into Zenith Media. The business was most recently with the Wolverhampton

agency, Connect.



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