AMV arm Minerva appointed to £6m Polaris World business

Minerva has been appointed to handle the £6m marketing campaign for luxury Spanish golf resort developer Polaris World.

The campaign will include television, press and online activity. OMD UK has been appointed to handle media planning and buying.

Minerva, which changed its name from AMV Advance in April last year, won the account after a four-way pitch against J Walter Thompson, M&C Saatchi and McCann Erickson (MW May 27).

Polaris World in Spain is handled by Minerva parent company BDDO. This will be the company’s first campaign in the UK. The pitch was overseen by Polaris World president Pedro Garcia.

Minerva will create a brand campaign to raise awareness of the company’s products among UK residents who may be considering investing in a second home abroad.

Polaris World has developed four golf resorts in Murcia in the south-east of Spain. The complexes offer accommodation, restaurants, hotels and golf courses designed by golfers Jack Nicklaus and Dave Thomas, alongside other sports facilities.

The latest development is the La Torre golf resort, which is expected to open in 2006.

Resort apartments are already being sold, with two-bedroom villas starting at £154,000 and three-bedroom villas at £280,000.

Latest from Marketing Week


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


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.


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.


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

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