CIA Medianetwork has secured the pan-European media task for bicycle manufacturer Raleigh following a pitch against incumbent Manning Gottlieb Media.
The account, which could be worth up to £10 million next year, will take in several European markets and may also include some work in the US.
While the company’s spend has previously been small – £750,000 for 1998, according to figures from ACNielsen Media International – it will increase significantly over the next year.
Raleigh, which was taken over by US investment group Thayer Capital last year, has suffered a drop in sales. Thayer hopes to expand Raleigh’s market share, which claims 2% of all worldwide bike sales, by promoting new hybrid bikes – a cross between a mountain bike and a racer. Neither Raleigh or CIA were available for comment.
Separately, the agency, under UK chief executive David Wheldon, has been awarded the global media brief for upmarket online auctioneer icollector.
Several million pounds are expected to be spent in Europe and the US before the end of 1999, of which a significant amount will go on TV, outdoor and press in the UK. Ads have been booked in titles such as The Economist. Asian and Latin-American markets will be targeted from next year.