±±¾©Èü³µpk10

The agencies will be tasked with growing the Collector Coin and Classics range of products through direct mail, direct advertising and e-marketing.

Start will work on a creative campaign based on the Royal Mint's brand values of quality, craftsmanship, history and tradition. The agency will align the Royal Mint brand, with a history going back more than 11 centuries, to other brands of a comparable quality and heritage.

Manning Gottlieb OMD will handle media planning and buying, concentrating on national titles and magazines, marking the first time The Royal Mint has advertised in mainstream media.

Phil Nunn, managing partner at OMD, said: "While direct response advertising plays a significant role, we are excited that the Royal Mint is forward thinking and open to inventive and new channels that will let us take the brand into the 21st century."

A key element of the direct marketing campaign will be the website, currently consisting of more than 4,000 pages and attracting an average of 80,000 visitors a month. Divided into retail, ,and corporate, , Start will work with the Royal Mint's new-media team to plan and implement extensive e-marketing activity.

Alan Wallace, director of Collector Coin at the Royal Mint, said: "Start and Manning Gottlieb OMD were appointed to bring fresh strategic and creative thinking and ideas to enable the Collector Coin and Classics business to grow significantly."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .