TMD Carat secures pounds 5m planning and buying for Princes

TMD Carat has won the media planning and buying business for the Princes Group as the food and drinks company overhauls its brand strategy.

TMD Carat has won the media planning and buying business for the

Princes Group as the food and drinks company overhauls its brand

strategy.



The media account, which Princes claims will be worth pounds 5 million

in 1998, was previously handled by J. Walter Thompson Manchester on a

full-service basis. JWT will retain the creative account.



Ian Shepherd, the marketing director of the Princes Manufacturing

Division, is a former marketing director of Asda, a TMD client.



Shepherd said his familarity with TMD helped the agency clinch the

task.



’TMD’s organisational strengths and media expertise are an ideal fit

with our business aspirations and culture,’ he said.



Mark Craze, TMD’s managing director, commented: ’We look forward to

help-ing meet Princes’ ambitious business objectives.’



Although Princes spent only just over pounds 500,000 on advertising over

the past year, the repositioning will lead to greater marketing support.