Universal takes on 3m Tower Records account

Universal McCann has won the 3m media buying and planning account for Tower Records.

The other pitching agencies are not being revealed, but the incumbent was Young & Rubicam. Tower’s creative work is staying in-house.

Universal McCann has picked up the business as the record store embarks on a period of expansion. It is adding a new store in Birmingham to its seven existing stores and is planning further store openings.

The company, which has previously relied mainly on co-operative marketing with record companies, plans to expand its own marketing.

The move underlines a trend towards increased brand support for record retailers. HMV changed media agencies in March, appointing BMP DDB and is planning more brand-based advertising.

Trista Grant, managing director of Universal McCann, says the market is changing. “You have more competition from the likes of WH Smith and Woolies, so you need to support Tower as a retail store,” she said.

Universal takes on the account with immediate effect and will be buying TV, press and posters.

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