Regus starts cross-account review

Regus Group, the provider of ready-made and serviced offices, has started a 10m pan-European communications review involving its advertising, direct marketing and digital accounts.

Regus Group, the provider of ready-made and serviced offices, has started a £10m pan-European communications review involving its advertising, direct marketing and digital accounts.

It follows former British Airways global brand and marketing chief Jayne O’Brien’s appointment as chief marketing officer earlier this year.

It is understood that Regus plans to consolidate its advertising and direct marketing accounts, and will pitch separately for the digital, brand communications and brand signage accounts. The media planning and buying, currently handled by Carat, will not be affected.

The pitch will be handled by OysterCatchers, the agency search business recently launched by Suki Thompson, a founder of the Haystack Group, and Peter Cowie, the chief executive of FitchLive and a former head of new business at JWT (MW November 15)It is not clear whether incumbent ad agency BJL, the Manchester-based agency, is repitching for the account. Regus also used Meteorite to handle its direct marketing account. Regus is looking for an agency to move it away from being an office provider to “workplace solutions”.

It has office space in 950 business centres in 400 cities around the world and rents its space for as little as one hour or as long as five years.

Regus chief executive Mark Dixon, a former hot dog vendor who founded the firm in 1989, owns 46% of the group. Last year, it acquired Laptop Lanes, a company that leases workspace at airports to travelling executives.

Recommended

Orange brand ready for the Alexander technique

Marketing Week

Just recently the future hasn’t been at all bright for Orange. It’s looked dull, corporate and monochrome: all the things the brand said it would never stand for when it set up. How could such an iconic (for once, a justified adjective) brand arrive at such a low ebb that it is now comically known […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now