The Week: McCann wins £10m Evening Standard creative account

McCann Erickson London has won the £10 million Evening Standard creative account after a five-way pitch against Miles Calcraft Briginshaw Duffy, the incumbent, The Law Firm, and two other undisclosed agencies. The pitch was handled by the AAR and was run by the Evening Standard's head of marketing, Charlie Edelman.

Edelman said: "The competition was very close, but we felt McCann Erickson offered the right combination of strategic insight and creative flair."

McCann's work for the paper is expected to highlight its quality in an attempt to differentiate it from the London freesheets.

The launch of News International's thelondonpaper and Associated's London Lite last September has led to an 18 per cent decline in the Evening Standard's circulation to a six-month average of 268,262 copies.

The appointment comes less than a year after Associated Newspapers consolidated the Evening Standard business into The Law Firm.