Walsh Trott scoops Independent titles' pounds 3m branding task

Walsh Trott Chick Smith has grabbed the pounds 3 million creative

account for The Independent and The Independent on Sunday newspapers

after a final shootout against Claydon Heeley Jones Mason.



Soul had also been included on the shortlist of three agencies, but was

eliminated following a pitch last month.



Independent Newspapers split from the two-year incumbent Euro RSCG Wnek

Gosper in January. Euro's resignation of the account is understood to

have been preceded by the newspaper opening discussions with other

agencies. The review, which placed a strong emphasis on agencies'

planning capabilities, was organised through Agency Insight.



Independent Newspapers handed its media planning and buying account to

Manning Gottlieb Media in early January. Planning had previously been

handled in-house with buying through Zenith Media.



'I've now got my A team in place ready to go forward,' said Independent

Newspapers' marketing director Trish Wadley. 'We've already started to

become more creative in our media placement and Walsh Trott has produced

some fantastic creative work that links together all that we can do and

reflects the inherent values of the newspaper as a whole. We don't want

to be solely focused on promotions, we want to give some air to the

brand as well.'



The agencies will be tasked with boosting circulation for the

Independent which, at 223,958, remains the underdog of the UK's daily

national broadsheets.



Walsh Trott's first work on the account will appear within the next two

months. An outdoor and cinema campaign is currently under consideration.



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