Sunday Business seeks shop to change brand direction

Sunday Business is calling a review of its advertising as it considers a change in strategy to move the brand forward as an established title.

Sunday Business is calling a review of its advertising as it

considers a change in strategy to move the brand forward as an

established title.



The newspaper, which launched last February, is understood to be

considering five agencies, including the incumbent, DMB&B. A final

shortlist is expected in a week.



However, Nigel Marsh, DMB&B’s marketing director, said his agency had

not officially been informed of the review. He said: ’If it is true,

DMB&B has no intention of repitching for a piece of business we have

been running well under trying circumstances for the past year.’



Andy Hart, appointed managing director of Sunday Business in October,

said: ’As we move into phase two, we are reviewing all of our marketing

including advertising and suppliers.’



The below-the-line business is also under review.



Media buying, held by MediaCom/TMBG, is not being reviewed immediately,

but Hart hinted that it would come under scrutiny once the other reviews

were finished.



The agencies are being asked to formulate a strategy for the title, and

are advising on the advertising budget. Hart said that the figure is

likely to be similar to last year’s pounds 1 million.



The title reached its promised 50,000 weekly circulation in the Audit

Bureau of Circulations figures released last month. The advertising

strategy will take the newspaper forward as an established brand rather

than a launch title.



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