Granada has taken the unusual step of splitting its pounds 12 million
media account between New PHD and TMD Carat Manchester for one year as
the first stage of a planned centralisation.
After assessing the two agencies’ performances over the first 12 months,
Granada will consider pooling the account into one agency, as it was
originally tipped to do (Campaign, 20 September).
The decision means TMD will handle the restaurants and services
divisions which have a budget of pounds 5 million. The portfolio
includes Little Chef, Sutcliffe Catering and Granada Motorways.
Meanwhile, New PHD, which will work with Granada for the first time,
will look after the remainder of the business, which will spend pounds 7
million. This includes Forte Hotels, the Granada Media Group and Granada
Technology, the rentals arm.
One of New PHD’s first tasks will be to reposition Granada’s high-street
shops as an environment where consumers can buy a broader range of
The decision means YMG Carat loses its grip on the Granada rentals
division which spent pounds 8 million last year. Among the other losers
are CIA Medianetwork, which handled Forte Hotels, the Media Centre,
which looked after Little Chef, and Lowe Howard-Spink, which handled
media on Granada’s motorway service stations.
David Read, purchasing director at Granada, said: ‘We selected New PHD
and TMD after a review of potential suppliers, for their high level of
service and their track record in using innovative communication
Four shops had lined up to contest the business: New PHD, Zenith Media
and TMD and YMG, who originally pitched together.
Neither David Pattison, who led the New PHD pitch, nor Martin Conry,
managing director of TMD Manchester, could be contacted as Campaign went