Poster Publicity snaps up M&A sites for Benetton blitz

Benetton’s controversial ’death-row’ campaign went up on the billboards last week, after Poster Publicity negotiated a short-burst, high-impact deal with Mills & Allen.

Benetton’s controversial ’death-row’ campaign went up on the

billboards last week, after Poster Publicity negotiated a short-burst,

high-impact deal with Mills & Allen.



The shock-tactic campaign, which features images of different prisoners

on death row, was planned by Benetton’s Milan-based agency Creative

Media.



But the Italian agency handed responsibility for poster buying in the UK

to Poster Publicity.



Poster Publicity turned to numerous contractors to secure 2,500 48-sheet

sites for a one-week blitz, but the majority were sold by Mills & Allen

sales executive Fiona Holland.



’Mills & Allen is a good bet for a one-week campaign,’ commented a

spokeswoman for Poster Publicity, ’they have one-week slots, which is

not always true of the other contractors.’



Benetton has used these seven-day bursts before. Creative Media account

director Daniela Micheletti said: ’Posters remain the lead medium for

Benetton campaigns. They capture each nation’s attention. One-week

campaigns have enabled us to present the issues to a high percentage of

the population extremely cost-effectively.’



The ads, which follow campaigns spotlighting war, Aids and racism, are

said by Benetton to ’remind people that capital punishment concerns real

human beings rather than stereotypes’.



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