MediaVest UK, formerly known as The Media Centre, has snatched the centralised 15m Associated Newspapers account from Optimedia and Motive.
The agency’s first win under its new name means it will now handle planning and buying for three leading newspaper brands – the Daily Mail, Mail on Sunday and the Evening Standard.
BMP Optimum was also on the pitch-list for the consolidated business, which has never before been handled under one roof.
Optimedia handled the 5m media planning and buying for the Daily Mail, while Motive had the 4m Mail on Sunday business.
The Evening Standard’s 6m media account was also handled by Motive after incumbent YMG Carat merged with sister Carat agency TMD earlier this year. TMD handles the centralised News International media business which forced a resignation of the Evening Standard account.
Murdoch MacLennan, group managing director of Associated Newspapers, was unavailable for comment.
The creative accounts for the Daily Mail, Mail on Sunday and Evening Standard, which are handled by FCB, Bartle Bogle Hegarty and Abbott Mead Vickers.BBDO respectively, remain unchanged.
It is eight years since the Media Centre last handled a newspaper, the ill-fated Sunday Correspondent. Jim Marshall, chief executive of MediaVest UK, refused to comment on the win.