DLKW scoops 3.5m Mirror account

The Mirror Group has appointed Delaney Lund Knox Warren & Partners to its £3.5m advertising account. It beat Karmarama and Leagas Delaney to win the business.

It called the pitch after it ended its 12-year creative relationship with M&C Saatchi. The review was overseen by the AAR.

The pitch was prompted by a change in the group’s business focus and the review was overseen by managing director Richard Webb.The appointment coincides with the ongoing redesign of the new-look, full-colour Mirror newspapers and the agency has been briefed to deliver advertising that “better reflects the Mirror brand in all external communications”.

Over the past five years the publisher has cut the advertising budget for its titles, which include the Daily Mirror, Sunday Mirror and The People. When M&C Saatchi retained the business after successfully repitching for it six years ago, the account was worth an estimated £15m.