NEWS: Media-only arm for Poulter set to cover northern UK region

The Poulter agency, based in Leeds, has spun off its media department and launched it as a media dependant.

The Poulter agency, based in Leeds, has spun off its media department

and launched it as a media dependant.



The new agency, called MediaVantage, has been on the agenda for some

time (Campaign, 12 April). The agency will not confine itself purely to

business in Yorkshire, but will fight for media-only business from the

Midlands to Scotland.



The announcement follows last week’s launch of the Media Business North,

a Manchester-based spin-off of the publicly quoted media independent,

the Media Business (Campaign, 4 October).



MediaVantage, which will remain a wholly owned subsidiary of Poulter,

opens for business with claimed billings of pounds 27 million, all but

pounds 1.5 million of which are full-service Poulter clients.



It will have 15 staff, headed by Poulter’s media director, Mandy

Sheldrake, who will be assisted by the deputy media director, Mark

Midmore, and Michel Ellaby, a consultant at the agency.



Sheldrake will report to Richard Lewis, the managing director of

Poulter.



MediaVantage’s clients include McCain Foods, Fox’s Biscuits and Sharp.

The Arthritis and Rheumatism Council is the first of the agency’s media-

only clients.



Sheldrake said: ‘MediaVantage does not pretend to be a volume player nor

will it aspire to be a commodity player. We do not believe that size is

the key issue in the media marketplace of the 90s.’