Mirror Group Newspapers reviews media business

Mirror Group Newspapers is reviewing its media planning and buying account following the recent appointment of marketing director Lorraine Fraser.

Daily Mirror

The publisher of the Daily and Sunday Mirror and The People will include incumbent ZenithOptimedia on the shortlist, The tendered business excludes the publisher’s Scottish titles and regional press.

Fraser was appointed marketing director Trinity Mirror Nationals during a shake up of the marketing team in July . She was previously sales and marketing director for the Scottish Daily Record and Sunday Mail.

She says: “We have had a strong working relationship with ZenithOptimedia for many years now, however we feel the time is right for this review as it will ensure that our media planning and buying strategies remain as competitive and creative as possible.

“Over the past 18 months the Daily Mirror and Mirror.co.uk have undergone fundamental redesigns, The People has been redesigned and all our national papers now have full colour. On top of this we have recently launched two new standalone sites, Mirrorfootball.co.uk and 3am.co.uk.

“Our portfolio is very different to what it was 15 years ago and our media buying strategy must reflect both the dynamism and heritage of our highly prestigious national brands.”

Like its rivals, Trinity Mirror has had to address the challenges of a tough publishing environment that has seen the recession hit advertising revenues at the same time as the industry is undergoing a massive shift in the underlying business model.

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