Guardian Newspapers invites six to tender

Guardian Newspapers has put its direct marketing account up for review, and has asked six agencies to pitch for the business.

The agencies are Alphabet, Brann, Claydon Healey, Swordfish, Tequila and the incumbent KLP, which has held the account for the past eight years.

The review covers all of the group’s sales promotion and direct marketing business, including The Guardian, The Observer, Guardian Unlimited, Guardian Weekly and Money Observer.

Guardian Newspapers marketing director Marc Sands says: “Guardian Newspapers has developed tremendously over the years, and we are looking for the agency that can best support our diverse media offering.”

Earlier this month, Sands called a review of The Observer’s creative account, which is currently held by Ogilvy & Mather (MW September 6). The agency has held the £2m account since July 1997, but has declined to repitch for the business.

Five agencies are pitching for the account. They are Mother, Fallon, Leagas Delaney, Deakin Blazey and BMP DDB.

BMP DDB was chosen for the £3m Guardian account earlier this year after Sands called a review when he started his job in May last year.

The Guardian had an average daily circulation of 400,440 in the six months to August 2001, up 1.88 per cent year on year.

The Observer had an average circulation of 455,924 for the same period, up 8.41 per cent year on year.

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