10m Telegraph for Media Factor

The Telegraph group has dropped John Ayling & Associates and hired The Media Factor to handle its 10m media buying business.

The Telegraph group has dropped John Ayling & Associates and hired The Media Factor to handle its 10m media buying business.

The account, held by Aylings for nine years, was decided after a four-way pitch between the incumbent, Mediastar and J Walter Thompson which has the Telegraph’s creative account.

The review was called following a change in the Telegraph’s strategy. The group has ditched the three-year brand-based marketing strategy carried out by former marketing director David Pugh.

New promotions director Paul Woolfenden, who joined in January (MW January 5), is known to be planning a number of promotions involving last-minute TV airtime buying on Friday and Saturday nights.

The promotions strategy is designed to retain readers from the Saturday newspaper, which sells 1.2 million copies, through the rest of the week when it sells just over 1 million.

Telegraph sources claim Aylings was unable to deliver the kind of late-booking airtime prices that the Telegraph required for the new strategy.

Woolfenden worked with The Media Factor when he was promotions director at The Times and Sunday Times and it handled the media buying for a similar airtime strategy for the whole of News International. The Media Factor lost the Times Newspapers account in January when it started working on Sunday Business.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here