Trinity Mirror kicks off £15m creative review

Trinity Mirror's new marketing director, Alisdair Luxmoore, has

called a review of the £15 million creative accounts for The

Mirror, Sunday Mirror and Sunday People, currently residing with M&C

Saatchi.



A shortlist of agencies is said to be in the process of being drawn

up.



Lowe Lintas could benefit from a change in arrangements, having already

established a relationship with Luxmoore, the former head of marketing

at Lowe's client Dollond & Aitchison, for which it created a television

campaign starring Burt Reynolds.



Trinity Mirror has been one of M&C Saatchi's most loyal clients over the

years. It worked with the agency's principals when they were still at

Saatchi & Saatchi and it was one of the first clients to follow them

when they broke away from the Charlotte Street operation in 1995.



It is thought that the creative review has been precipitated by M&C

Saatchi's pitch for The Observer, for which it has been shortlisted

along with Mother.



However, by the same measure, Lowe's position on the shortlist for The

Daily Telegraph and The Sunday Telegraph's combined £8 million

business could jeopardise its chances with The Mirror.



Last year Trinity Mirror raised no objection when M&C Saatchi

unsuccessfully contested The Guardian's creative account before its move

from Partners BDDH to BMP DDB, but this decision pre-dated the arrival

of Luxmoore.



"He is looking for a change in strategy," an industry source said. "He

believes that things must be done differently if sales are to go

up."



Trinity Mirror's media buying, which is handled by Zenith, is thought to

be unaffected by the review.



The Mirror's coverage since the 11 September attacks, led by the editor,

Piers Morgan, has won it plaudits in the media community and has

successfully differentiated its brand from that of its tabloid

arch-rival, The Sun.



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