CIA UK Holdings’ acquisition of Mansfield Lang Direct Media began to pay
dividends this week when the specialist shop picked up the pounds 5
million Freemans catalogue media planning and buying account.
Mansfield Lang, which was bought by CIA in February, won the business
after a pitch against Pattison Horswell Durden and the Media Business.
The incumbent, the Communications Counsel, now merged into CIA, declined
Mansfield Lang joined forces with CIA after quitting the Media Business
Group in January. Freemans is Mansfield Lang’s first big win this year.
The appointment, which is effective from 1 January 1996, boosts the
agency’s claimed billings to pounds 20 million.
Lindsay Nuttall, Freemans’ general manager of marketing, who joined the
company in April, said Mansfield Lang’s ‘specialist knowledge and
significant mail-order experience’ proved decisive. ‘We hope to get
better media value now,’ she added.
Ken Mansfield, a founding partner of the agency, said: ‘It’s a good
brand, which has been around a long time. We’ll be trying to use our
experience to improve certain elements of what it is doing.’