The Observer has moved its £5m advertising account to Wieden & Kennedy, which already handles advertising for sister newspaper The Guardian. The business moves from Mother without a pitch.
W&K scooped The Guardian’s £5m account in August last year after a final pitch against Red Brick Road, as first tipped in Marketing Week (August 17, 2006).
Mother has handled The Observer business since 2001 after winning a five-way pitch against M&C Saatchi, Leagas Delaney, Fallon and Malcolm Moore Deakin.
Guardian Media Group marketing director Marc Sands (pictured) says promotions are increasingly being run across both papers and that it makes “little sense” to have two separate agencies.