Walker Media wins First Choice in first fully competitive success

Walker Media has emerged triumphant in the four-way pitch for First Choice’s media planning and buying account, its first real win in an open competitive pitch since its launch at the beginning of this year.

Walker Media has emerged triumphant in the four-way pitch for First

Choice’s media planning and buying account, its first real win in an

open competitive pitch since its launch at the beginning of this

year.



Walker Media pitched for the pounds 4 million account against the

incumbent, Media Insight, a sister media agency to MindShare, BMP

Optimum and New PHD.



The pitch came down to two earlier this month - Walker Media and New PHD

- and Walker Media was awarded the business last week.



The media rethink follows an overhaul of the holiday company’s creative

account last November.



The creative business had been handled by Ogilvy & Mather, Media

Insight’s sister creative agency, but it moved into Walsh Trott Chick

Smith a year ago.



Although media had been expected to come under the spotlight at the

time, First Choice decided to stick with Media Insight. Now the company

is said to be looking for a fresh approach to its media strategy and a

new media partner to work alongside Walsh Trott.



Virginia Dick, marketing communications manager at First Choice, said:

’Walker Media came up with the most innovative solutions.’



The win brings Walker’s new-business tally to more than pounds 130

million.



However, its other wins have either followed the appointment of its

sister creative agency, M&C Saatchi, on the creative account, or have

not involved fully competitive pitches. The pounds 10 million Channel 5

business, for example, moved straight into Walker Media because the

client had worked with the agency’s management in a previous

incarnation.



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