- Thomson Holidays has handed its £9 million media planning and buying account to MindShare after a two-month long review of the business.
MindShare pitched against the incumbent BMP Optimum and MediaVest for the account and was told it had won the business at the end of last week.
BMP Optimum had originally handled the business as part of a full service account alongside its sister creative agency BMP DDB, but Thomson decided to review the creative business out of BMP in February.
HHCL & Partners picked up the creative account in May, sparking a review of the media task. The media review is understood to have been driven by a search for greater cost efficiencies from media buying after the change in creative agency threw a spotlight on Thomson's media costs.
Mandy Pooler, the chief executive of MindShare, said the pitch had been a very competitive one. "In the end Thomsons felt we were aggressive on the buying side but also smart on the thinking side," she explained.
MindShare has already begun work on media planning for Thomsons, and will be handling buying on the first campaign from HHCL, due to break in the frenetic Christmas period.
Thomsons is looking for new ways to promote holidays to consumers which aren't purely price-led propositions. The company wants to underline the fundamental importance of the annual holiday by taking a more emotional approach.