Daily Mail hands M&C Saatchi £35m ad task

LONDON - The Daily Mail has moved its £35 million advertising account out of The Law Firm and into M&C Saatchi, ending the newspaper's 25-year relationship with its lead creative, Brian Watson.

Daily Mail...moving ad account into M&C Saatchi
Daily Mail...moving ad account into M&C Saatchi

M&C Saatchi’s appointment, which was made without a pitch, comes as the Daily Mail plans to significantly increase its overall marketing spend to £50 million, including £35 million on advertising.

A new ad campaign is set to launch in the new year and will run across TV, press, outdoor and online channels. The ads will seek to attract a wider readership by promoting the paper’s range of content.

M&C Saatchi has done some project work for the Daily Mail in the past. 

The move does not affect Bartle Bogle Hegarty, which continues to produce advertising for The Mail on Sunday.

Watson had worked on the Daily Mail account since the early 80s, when it was handled by FCB London.

The account moved with him in 2006, when he joined The Law Firm.

Roland Agambar, the chief marketing officer at Associated Newspapers, said: "The Daily Mail has developed a customer-centric marketing plan that will continue to drive the brand forward.

"We’ve appointed M&C because they demonstrated a belief and ability to deliver this insight across different platforms."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

WPP confirms search has begun for Sorrell's successor

WPP confirms search has begun for Sorrell's successor

WPP has begun to look at external candidates to replace Sir Martin Sorrell as the chief executive of WPP, the company confirmed today.

Share
VR is dead, long live VR

VR is dead, long live VR

VR has huge potential but it's time to admit that we don't actually know what to do with it, writes Dino Burbidge, director of technology and innovation, WCRS.

Share
The quirky, wonderful and eye-widening world of C2
[Sponsored feature]

The quirky, wonderful and eye-widening world of C2

Say goodbye to stale buffet food, dowdy carpets and middle-of-the-road speakers. C2 is the first conference of its kind...

Share

Get news by email