Dave Trott, whose creative reputation grew on the back of his work for
national newspapers, has been drafted in by the Sunday Express to revive
its flagging fortunes.
Walsh Trott Chick Smith, an 11th hour addition to the pitch-list, was
told on Tuesday evening that the Express Newspapers board had approved
its appointment to handle creative work on the pounds 6 million account.
Trott’s earlier involvement with the Daily and Sunday Mirror accounts at
GGT was a key factor in the decision of Sue Douglas, the paper’s new
editor, to talk to the agency.
His work, produced in only a week, won the agency the business ahead of
other contenders, including Howell Henry Chaldecott Lury, Abbott Mead
Vickers BBDO and Lowe Howard-Spink.
Failure to convert the business will be a particular disappointment to
Lowes, which had been looking to fill the gap in its portfolio left by
last year’s departure of the Mail on Sunday, the Sunday Express’s
Walsh Trott’s appointment is the latest stage of a plan by Douglas and
her new team to put the Sunday Express back on course after what has
been a terrible pounding from the Mail on Sunday.
Its advertising fightback is likely to begin during the summer with a
TV, poster and radio campaign. Media buying is handled by IDK Media.
The agency’s proposals were based on what Amanda Walsh, its managing
partner, called ‘a very loose brief. They just talked about the things
they were doing and wanted to do.’
The purpose of the advertising will be to extend the Sunday Express’s
appeal from a predominantly older readership to attract more younger
buyers, without turning it into a youth-orientated publication.
‘It’s all about dominating the middle ground, which the Mail on Sunday
has to itself at the moment,’ Walsh said.
She added: ‘This is a great opportunity for us because we’re working
with a team that’s trying to re-engineer a brand. ’