Activity holiday brand Mark Warner Holidays is expected to pull its &£1m media account out of Mediahead Communications. The news follows recent management reshuffles at the media agency.
Mediahead is to lose its second managing director in nine months, with the forthcoming departure of Pip Hainsworth to Media Audits. A question mark hangs over parent company Mediaedge:CIA’s plans for the agency.
Mark Warner head of marketing Nigel Ragg says it is “highly likely” he will review the account, as Mediahead’s senior team has changed so much since the holiday company signed up. Former managing director Peter Thomson, now in charge of Made To Measure, led the team that originally brought Mark Warner on board.
Mark Warner appointed Mediahead to work alongside creative agency Soul last year, following a pitch against All Response Media (MW November 19, 2002). The agency handled media planning and buying for an outdoor and bus-side campaign in January, featuring the strapline “Be as active as you want to be”.
Hainsworth will stay in place for several months as Mediahead’s future is decided. There is speculation that the company could be merged with BJK&E. The agency’s other clients include Estée Lauder Cosmetics, Clinique Laboratories and Swatch Group.
Mark Warner recently appointed Qantas Airways marketing co-ordinator Jody Paulton as direct marketing co-ordinator.