Thomson Directories is…

Thomson Directories is launching a £4m advertising campaign next week that will see its blue cat brought back to life. The five-week campaign, created by Miles Calcraft Briginshaw Duffy (MCBD), hits television screens on Monday with the strapline: ‘lean, fast, smart’. Thomson Local’s advertising has featured the blue cat in various guises and the latest execution will see the character return in part-cat, part-human form. MCBD won a four-way pitch for the account in February as part of Thomson’s strategy to increase the brand’s share of the £700m UK directories market. The review was overseen by marketing director Kendall Gordon, who says the new ad ‘perfectly reflects the brand’. Thomson’s media is handled by The Media Shop. This was unaffected by the review.

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