Media agency Zed has taken on an account director to run the pounds
15 million Scottish Widows business, which it won in February.
Mark Ashley joins Zed, which is 80 per cent owned by Zenith Media, from
Coltman Media, an agency that specialises in looking after independent
Ashley, 29, was a senior media planner/buyer at Coltman, where he
executed media campaigns for the investment trust house Foreign &
At Zed he will be the main point of contact for media owners. He will
run a team comprising account executive Cally Tweedale and Duncan
Northey, who is focusing on data planning.
Ashley will report to group account director Lucas Brown, who oversees
strategy for Scottish Widows.
Zed is handling planning, strategy and press buying, while Zenith looks
after Scottish Widows’ TV buying.
Brown and Ashley will hold a planning meeting on 19 April to thrash out
the media schedule for a campaign that will begin in May.
Zed will continue Scottish Widows’ terrestrial TV campaign but is not
expected to use radio. Direct-response press ads are likely to appear in
the personal finance pages of national newspapers.
The agency has recruited three media executives. Kelly Goodwin will
focus on planning and buying, while Diane Rowe and Justin Dear will be
responsible for inserts.
Zed, which is run by managing director Jeff Hyams, boasts billings of
around pounds 35 million. Recent account wins include Meat New Zealand
and Honda Motorcycles.
The agency has also planned and bought the media for the launch of
Littlewoods’ net service Bet24/7.