BDH wins 3m local press push

The Newspaper Society is understood to have appointed BDH TBWA to handle its 3m campaign aimed at gaining a larger share of national advertising for regional newspapers (MW last week).

The agency beat Faulds Advertising, GGT, IMP, Clark McKay Buckingham and Smith Bundy Carlson to the business. Faulds and Carlson failed to make the final shortlist.

BDH will be responsible for raising the profile of regional newspapers, with the aim of increasing ad expenditure in the long term.

The campaign will use direct mail, press ads and PR to target key decision makers at agencies and advertisers. It is scheduled to start in March and will last up to two years, with a review after the first year.

Regional press accounted for more than 20 per cent of UK ad expenditure in 1997, which amounted to 2.2bn. TV is the only medium to attract more money.

Regional newspaper owners have agreed to increase subscriptions to the NS to support the campaign, which will be co-ordinated by a steering group of member publishers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here