TBWA picked to revive newspapers' advertising appeal

LONDON - The Newspaper Marketing Agency has hired TBWA\London to produce its first campaign after a three-way pitch against M&C Saatchi and Lowe.

The campaign will promote newspapers as the medium to offer maximum return on advertising investment.

The first phase of activity will use the sports pages to demonstrate the merits of advertising to men. The campaign will target advertisers and media planners and will focus on the impact of advertising that appears in editorial that readers feel passionate about, such as sport.

The NMA officially opened its doors in July with a pledge to push newspapers as an effective and creative advertising tool for reaching and influencing consumers.

"I was very impressed with TBWA's work and I am confident that its sports campaign will be a success," Maureen Duffy, the chief executive of the NMA, said.

"We want to communicate that newspapers are underused by advertisers looking to build brands and this campaign will do that."

The media planning and buying for the initial campaign will be handled by the advertising directors at each newspaper involved. However, the NMA is expected to appoint a dedicated media planning and buying agency in the future.

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