16m Britannia put up for pitch

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Britannia Music Company is reviewing its 16m media account after 22 years with Carat.

Britannia has shortlisted media specialist Mansfield Lang, plus Universal McCann, MediaVest Manchester and New PHD to pitch for the business. Carat will also repitch for the account.

Marketing director of Britannia Mark Williamson says: “The changing and competitive media environment has presented an ideal opportunity to review our media strategy.”

It is understood that the pitch will take place at the end of July.

Carat managing director Mark Craze says: “We understand Britannia’s position and look forward to demonstrating how we can continue to help drive its business forward.”

Established in 1968, Britannia is a leading UK mail order company selling videos, tapes and CDs.

The company is having to re-think its marketing strategy in the face of retailers such as HMV and Virgin launching into the direct-sell market.

Britannia is a subsidiary of PolyGram UK and is the sole event sponsor of the Brit Awards.

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