2m Reader’s Digest win for O&M Direct

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.

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

mailings.

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.

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