Craik Jones wins direct marketing at Rover

Rover has appointed Craik Jones to handle the strategic direct marketing for all its brands on an international basis.

The agency was awarded the multimillion pound work without a pitch, although the car manufacturer did talk to other direct marketing agencies.

Craik Jones is already the lead agency on Land Rover below the line in this country and its work has won several awards.

The UK DM business will continue to be handled by Rover’s above-the-line agency, Ammirati Puris Lintas, on an implementational basis.

In its new role, Craik Jones will act as a consultant on strategic direct marketing for the Rover, Land Rover, Mini and MG brands.

Nobody at Rover was available for comment on the story as Marketing Week went to press. Craik Jones refuses to comment.

Last week, Abbott Mead Vickers announced that it had bought Craik Jones for an initial payment of 2.4m.

The BMW-owned car company is seeking to develop a “Britishness” theme in its marketing.


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