Reader’s Digest has picked Ogilvy & Mather Direct to handle its direct response TV planning and buying business. The move comes as part
of a review of its estimated 2m advertising and direct marketing business.
The agency will handle all the publisher’s TV work.
Reader’s Digest is restructuring its marketing department and expanding its activities to include responsive radio as well as press advertising and DRTV, in addition to its widespread use of direct
The company hopes to attract new customers by expanding into other media, although the number of agencies is expected to be rationalised at a later stage.
O&M Direct beat two other agencies to the DRTV account. But the company refused to reveal the shortlist or the budget of the DRTV.
Simon Foster, head of DRTV at O&M Direct, says: “DRTV advertisers need top-level media performance analysis as well as buying skills. O&M Direct will provide Reader’s Digest with an effective DRTV solution.”
The agency review follows a restructuring of Reader’s Digest’s London advertising department, after the departure of Henry van Wyk, advertising director for global advertising sales Europe.