DLKW scoops Mirror Group advertising account

LONDON - Mirror Group has awarded the £3.5m creative advertising account for its national newspapers to Delaney Lund Knox Warren after a competitive pitch.

The agency's brief is to deliver creative work that "better reflects the Mirror brand in all external communications" for the Mirror Group.

The group is the national newspaper arm of Trinity Mirror, and publishes the Daily Mirror, Sunday Mirror and The People.

Incumbent agency M&C Saatchi parted company with Mirror Group after 12 years back in March, when the review process began.

At the time, Mirror Group said that its business focus has changed and as a consequence so had its "agency requirements". The account had previously been worth as much as £15m, but it has substantionally cut its above-the-line support.

The appointment coincides with the ongoing redesign of the new-look, full-colour Daily Mirror.

Richard Webb, managing director at Mirror Group, said: "We are delighted to appoint DLKW as our new creative agency.

"We have found a partner that understands both the heritage of the Mirror brand and its potential. We look forward to doing great things with them."

The pitch process was handled by AAR.

Tim Anderson, head of marketing at Mirror Group, said: "It's an exciting time for [DLKW] to come on board.

"We were hugely impressed by their pitch and look forward to starting work with them immediately."

The group's media planning and buying account, handled by ZenithOptimedia, was unaffected by the review.

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