- The Newspaper Society has appointed BDH TBWA to handle its £3 million generic marketing campaign to promote Britain's regional and local press to national advertisers.
The Manchester agency scooped the account following a four way pitch against IMP, Smith Bundy Carlson and Clark McKay Buckingham. BDH TBWA will start work immediately on a campaign which will be launched in March and will include trade press and regional press advertising, direct mail and PR.
Charles Ross, the Newspaper Society's national development manager said: "BDH TBWA is based in the regions and has a direct division. A large part of the campaign will be targeting senior decision makers with direct marketing. It will also be a challenging agency for us -- the people there won't just nod their heads -- we need an agency which is challenging and makes sure that we grow our profile."
Neil Griffiths, deputy managing director of BDH TBWA said: "It will take more than advertising to change people's perceptions, so we have come up with a novel approach. It will not simply be running a few glossy trade ads. We have to stop people in their tracks and change their thinking -- and give them a good reason to do that."
The campaign will form part of a long-term awareness initiative for the regional press and follows pledges by regional newspaper owners to increase their subscriptions to the Newspaper Society in order to support the new campaign (Campaign, 4 December 1998).
A steering committee of publishers will oversee the campaign which will try and win regional press a larger share of national advertising.