A paper that keeps its word

In a world where brands call pitches almost yearly, and agency relationships are often, as Thomas Hobbes would have said, nasty, brutal and short, it’s nice to bring news of an enduring relationship.

This month marks the silver anniversary of the marriage between the Daily Mail and FCB, which won the business back in 1981 – before Ian Botham pulverised the Aussies and Lady Di became a princess.

It’s heartening to see the Mail has eschewed the current trend of chopping and changing, opting instead to stick with FCB and Brian Watson who handles the account.


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