The Royal Mint has appointed Start to handle its &£2.7m advertising business and Manning Gottlieb OMD to handle its media planning and buying.
JDA Group of Leeds was the incumbent on the advertising and media accounts, but a review was called at the end of last year (MW November 18, 2004).
The search was led by senior marketing manager Mel Whitter, who was assisted by the Haystack Group. Before the appointment of JDA Group, the Royal Mint’s advertising was handled by WCRS, with media by Starcom MediaVest.
Start will use direct mail, direct response and e-marketing to boost the Collector Coin and Classic parts of the business.
The Royal Mint is an executive agency of the Government. As well as minting new coins, it issues commemorative coins and memorabilia for collectors, creates medals and makes jewellery. These services are advertised in a wide range of magazines and newspapers.
The Royal Mint, based in Wales, issued a set of commemorative coins in memory of the 150th anniversary of the start of the Crimean War at the end of last year.
This year’s initiatives include a set celebrating the 200th anniversary of the Battle of Trafalgar and a &£2 coin celebrating the 400th anniversary of the discovery of the Gunpowder Plot.