Ayling wins 8m mail order brief

Mail order group Brooks & Bentley has appointed John Ayling & Associates to its 8.2m media planning and buying account.

Brooks & Bentley sells collectibles – such as porcelain plates and figurines – and jewellery, mostly through full-page advertisements in tabloid supplement magazines.

Ayling was appointed after a pitch against the incumbent CIA Medianetwork, The Media Business and CKBT. Managing director John Ayling says his agency was hired because it has a strong experience in direct response media. Ayling’s clients include Allied Dunbar Direct, Pontins and World Wines Direct.

The work is entirely press, although Ayling says TV work is possible in the future.

Ayling has picked up a string of smaller wins over the past few months, including the 1.5m Meccano account and the 1m Amarula Cream business. This week the agency pitched against CIA-owned shop The Negotiation Centre and Mediapolis, for the 9m media buying work for Mercedes.