The Media Business Group has seen off competition from TMD Carat and the
incumbent, Capital City, to win the pounds 2.5 million media planning
and buying for one of the UK’s largest fund managers, Henderson Touche
HTR is expanding its budget from the pounds 1 million it spent last year
in a bid to overcome the problems of a cluttered financial advertising
The Media Business’s proposals involve developing the client’s media
usage beyond the core broadsheet personal finance sections to include
inserts, outdoor, radio and TV.
David Kyffin, the managing director of TMB Direct, who led the
successful pitch, said the aim was to strike a balance between short-
term conversion targets and longer-term brand awareness.
‘We will look at both brand personality and cost-per-acquisition,’ he
said. ‘We have still got to drive the business, but we also have the
experience to achieve the longer-term goals.’
Steve Allan, the managing director of the Media Business Group, said the
win brought the media independent’s new-business gains for the first
three months of 1996 to pounds 19 million. The company has already
picked up nine new accounts, including the pounds 4 to pounds 6 million
Ikea account, shared with St Luke’s (Campaign, 8 March), the pounds 4
million Talkland mobile phone account last month and the pounds 2
million Direct Line outdoor business in January.
‘The HTR win rounds off a great first quarter in our first year as a
public company,’ Allan said. The Media Business Group floated on the
Stock Exchange last summer.