Ogilvy & Mather has scooped the Observer’s prestigious pounds 1.5
million account as the newspaper prepares a decisive advertising blitz
The aim of the campaign will be to re-establish the strengths of the
newspaper, which has been criticised by agencies in the past for not
building its brand.
Following a four-way pitch against Abbott Mead Vickers BBDO, WCRS and
BMP DDB, O&M triumphed due to the success of its creative approach.
Stephen Palmer, the Observer’s marketing director, said: ’We had four
very good pitches which all met the brief in very different ways. We
went with O&M because its people, more than any of the others, came up
with a creative idea that closely reflected the wit, tone and quality of
the Observer. We also felt we could build a close partnership with the
Palmer said that the autumn campaign would seek both to build the
newspaper’s brand and give people the incentive to try out the
Referring to the tone of the new campaign, Palmer said: ’Wit is what
it’s about - it won’t be belly laughs and custard pies. It will be
advertising with a tone and presentation that is modern, reflecting the
changes to the newspaper we have made over the past year.’
O&M’s deputy managing director, Richard Pinder, said: ’The Observer
reacted well to the fact that we have a strong team, which is what it
primarily bought into.’
O&M pitched unsuccessfully for the Sunday broadsheet three years ago,
when St Luke’s was appointed.