TMD Carat has won News International’s 20m centralised media buying account.
TMD, the incumbent, picked up the business after pitching against the account’s other incumbent, The Media Factor, as well as Mediastar and BMP DDB Needham. The Media Centre and CIA Medianetwork also pitched in the preliminary stages.
The win adds The Times and Sunday Times’ TV buying to TMD’s accounts, which include the News of the World, The Sun and Today. The extra business is estimated to be worth an additional 10m to TMD.
The loss of the business by The Media Factor, Arc’s media department, is a blow for the agency, which handled all of NI’s creative and media buying business from the early Eighties until 1993. It then lost the tabloids’ media and creative business to TMD and Simons Palmer Denton Clemmow & Johnson.
In the 12 months to June 1995, The Times and Sunday Times’ business was worth 8.1m to The Media Factor.
The loss also comes in the middle of pitches for The Times and Sunday Times creative account, handled by Arc. Lowe Howard-Spink, Publicis, WCRS, Rainey Kelly Campbell Roalfe and Ogilvy & Mather are involved in the pitch. The reviews follow marketing personnel changes at NI and its plan to increase promotional support for its brands to maintain circulations as the price war eases.