Sunday Business has swapped agencies for the third time in less than a year, and picked M&C Saatchi to handle a pounds 1.5 million campaign promoting its upcoming relaunch.
The appointment is the precursor to a TV campaign announcing the first edition of the revamped paper on 11 March.
As part of the makeover, the paper will include a new section for upmarket investors and a magazine, Business and Pleasure, which is being edited by Topaz Amore - the former Daily Express and Sunday Telegraph columnist.
M&C Saatchi, which also handles the Sunday Mirror, is understood to have satisfied its Trinity Mirror client that the assignment does not raise a conflict issue because of the widely different readership of each publication.
Sunday Business has had a peripatetic agency relationship in recent times, having split with Conquest in June last year after just 18 months in favour of Citigate Smarts in Edinburgh. Media buying remains with MediaCom.
The latest switch follows talks about the relaunch between Sunday Business' publisher, Andrew Neil, and M&C Saatchi's joint chief executive, Nick Hurrell, which began four months ago.
Hurrell said: 'As with all newspaper launches, you only get one chance to make an impression. So the work has to stand out.'
Nils Pratley, the paper's newly appointed editor, said the advertising would 'combine business insights with a humorous angle on how our readers enjoy their wealth'.
M&C Saatchi will work in tandem with Lida, its direct marketing subsidiary on the campaign, which will concentrate on London and the South East.
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