Reader’s Digest shake-up triggers 6m ad review

Publisher Reader’s Digest is reviewing its estimated 6m advertising and direct marketing business.

The move comes as part of a restructuring of the company’s activities and of its roster of up to six agencies including Roose & Partners and Broadway Communications. Reader’s Digest also produces a substantial amount of work in-house.

The number of agencies will be reduced to two within the next three months, although the budget will be expanded. A final budget has yet to be set.

“We have centralised all non-direct mail marketing activities in one department called market development,” says Reader’s Digest managing director Neil McRae.

“We were producing all sorts of work with increasing budgets and are currently spending money with a whole range of agencies. So one of the first tasks for the department is to assess whether it makes sense to employ six agencies rather than just one or two.”

Included in the review is all radio and television advertising, DRTV and direct marketing activity.

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