M&C Saatchi is set to use its advertising heritage to develop Associated Newspaper’s mid-market newspaper Daily Mail as a brand and build on its status as the daily must-read for mythical Middle England.
The creative agency snatched the branding brief after a three-way pitch against the newspaper’s roster agency The Law Firm and Bartle Bogle Hegarty.
M&C will now develop a multimedia ad campaign to promote the national newspaper in the widely falling press market.
A spokesman for the newspaper confirmed the appointment but would not reveal any further details of the campaign.
Last year, research by the Daily Mail identified that 61% of its readers fall into the categories of wealthy executives, secure families and affluent greys.
In last week’s ABCs for July, the Mail had a good month, up 1.77% to 2.2 million. In contrast, its mid market rival the Daily Express saw its circulation fall 0.93% to 735,685, less than a third of the Mail’s.
This year has also seen success online for the Daily Mail and Mail on Sunday, which attracted more unique users than any other newspaper website in May after a relaunch at the start of the year.
The site continues to vie with Guardian.co.uk and Telegraph.co.uk for the crown of most popular newspaper website in Britain in the monthly ABCes.