Telegraph set to drop £6m ‘bestseller’ ads amid cull

The future of The Daily Telegraph’s £6m “Read a Bestseller” branding campaign is in doubt, following the departure of the newspaper’s marketing chief, Mark Dixon.

Dixon, with advertising agency Clemmow Hornby Inge (CHI) and strategist Naked Inside, developed the branding campaign using the strapline “Read a Bestseller Every Day”. The campaign was launched in March, with heavyweight television and outdoor advertising.

The Telegraph’s clear-out of a layer of senior management last Friday claimed the heads of Dixon, group sales director Chris White-Smith and commercial director Mark Payne. EMAP Advertising managing director Dave King has been appointed executive director, joining John Allwood, also recently appointed as an executive director.

The changes follow the acquisition of the Telegraph Group by Sir Frederick and Sir David Barclay in August.

The aim of the Read a Bestseller campaign was to reach a younger and more urban market. The initial TV ads featured movie star Michael Madsen and England rugby player Matt Dawson.

Dixon appointed CHI to the Telegraph advertising account in December 2001. Earlier this year, he appointed Universal McCann to handle media buying after MindShare resigned the account, following the hiving-off of planning to Naked Inside (MW January 22).

Marketing is now handled by marketing manager Lucy Woodhouse, but Dixon is expected to be replaced soon. A spokeswoman for the paper says that the Read a Bestseller campaign will “continue for the moment”. However, observers expect it to be killed off shortly.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 subscriptions@marketingweek.com

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