- The Sporting Life has reissued pitch invitations to Grey Advertising, M&C Saatchi, Saatchi & Saatchi, Lansdown Conquest and Banks Hoggins O'Shea as it goes back to the drawing board with its plans for a relaunch.
Had the newspaper's October launch gone to plan, the same five agencies would have been pitching around now anyway. This time around, chemistry will be a key deciding factor in the choice of agency, according to Jeremy Reed, the Sporting Life's managing director.
He told Campaign the five would give a general presentation, followed by specifics on how they would approach the account. These meetings are expected to take place before the end of September.
He said: "We are looking for good creative ideas, someone with experience launching new products, and the chemistry of the people is important. I want to meet everyone who will be working on the account. I am more than happy to meet the agency figureheads, but unless they will be actively involved, I would much rather spend time with everyone else."
Mirror Group is now ploughing more cash into research to get a clearer picture of what potential readers will want out of the Sporting Life.
Reed refused to be drawn on potential launch dates, and would go no further than referring to the three original windows for launch: spring 1998, autumn 1998 and spring 1999.
He said: "Whatever the target date we are working to, that is internal. The important thing is that we have time to develop and research and find out exactly what the consumers want."
Reed confirmed that Zenith Media would continue to be in charge of the media brief.