TBWA loses £7m Thomas Cook ads

Thomas Cook has parted company with TBWA/London after ten years. The company says it wants to focus more on “direct-response initiatives”.

Thomas Cook spent £6.6m on advertising with TBWA last year, and insiders claim the business accounted for as much as £1m a year in fees for the agency.

A spokeswoman for Thomas Cook says the company will now work with a range of agencies and adds that “we will seek input from TBWA” on projects but “will no longer continue with any agency on a retained basis”.

Thomas Cook’s marketing is overseen by managing director of product Nigel David, who joined the company in February last year. He is a former managing director of Lunn Poly, the retail arm of rival holiday company TUI.

David joined Thomas Cook following the departure of UK chief executive Alan Stewart. At the same time, responsibility for the group’s strategic and marketing direction was moved to Thomas Cook’s headquarters in Germany.

At Christmas, TBWA developed a television, radio and press advertising campaign for Thomas Cook with the strapline “The world on sale”, accompanied by a voiceover from television personality Nicholas Parsons. Recently, the agency developed a campaign for Thomas Cook’s foreign exchange service, positioning holiday spending money as “fun money”.

TBWA managing director Jonathan Mildenhall says that the agency has produced some “fantastic advertising” for Thomas Cook in the past decade and that he hopes the relationship will continue in some form.

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 customerservices@marketingweek.com

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