Zed hires Scottish Widows head

Media agency Zed has taken on an account director to run the pounds 15 million Scottish Widows business, which it won in February.

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

financial companies.



Ashley, 29, was a senior media planner/buyer at Coltman, where he

executed media campaigns for the investment trust house Foreign &

Colonial.



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.