Space and Time Media wins £18m housebuilder’s work

LONDON - Space and Time Media has won the £18m media planning and buying account for housebuilder Taylor Wimpey, beating competition from MediaCom North and BLM Cliverd.

The Surrey-based agency won the £12m George Wimpey account from Universal McCann in February, before George Wimpey merged with rival housebuilder Taylor Woodrow to form Taylor Wimpey in July.

It then repitched for the whole of the account against Bristol-based BLM Cliverd and MediaCom North, the previous incumbent on the Taylor Woodrow account prior to the merger, which includes the Bryant Homes business. Five agencies tendered for the merged account, but only three were invited to pitch.

Space and Time Media will now assume media planning and buying duties across the Taylor Wimpey account, worth £18m according to Space and Time chairman Peter Jones. Two thirds of that budget will be allocated to what was formerly George Wimpey and one third to Taylor Woodrow.

Last year, the separate George Wimpey and Taylor Woodrow accounts spent a combined £20m on media. Taylor Wimpey's spend in 2008 will be lower however, Jones confirmed, as the newly formed firm aims to rationalise its operations.

Space and Time Media handles media planning and buying, in addition to campaign management, for more than 75 firms across property, retail, financial services, healthcare, communications and IT. It already works for half of the top 20 property developers, including Mersea Homes, Miller Homes and Countryside Properties.

Jones attributed the win to Space and Time's strong digital arm, regional expertise and high levels of client service. "We are traffic generation specialists, retail-based, and we have an excellent digital arm in the form of Refreshed Media. We also think very strategically," he said.

George Wimpey appointed PR agency Weber Shandwick in March to handle public affairs ahead of its £5bn merger with Taylor Woodrow and to promote the newly created Taylor Wimpey, in particular its green credentials.

In August, Taylor Wimpey appointed corporate identity consultancy Greenhill McCarron to position its two mass-market brands, Bryant Homes and George Wimpey.

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