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
MediaVantage’s clients include McCain Foods, Fox’s Biscuits and Sharp.
The Arthritis and Rheumatism Council is the first of the agency’s media-
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.’