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
Walsh Trott's first work on the account will appear within the next two
months. An outdoor and cinema campaign is currently under consideration.