Mindshare was awarded the business after a competitive three-way pitch against undisclosed agencies, believed to include incumbent Independent Direct Marketing.
The WPP agency will manage the loose and third-party inserts part of the privately-held company’s activity.
Founded in 1972, IMP operates in 35 countries and in 2007 had a turnover of €260m.
Lucy Stafford, managing director of Mindshare Direct, said: We are thrilled to be working alongside the IMP team, driving forward their direct marketing activity across their range of partwork products.
The win continues the expansion of Mindshare’s DM portfolio which hired former Zed joint managing director, Kevin Murphy, as global client and business development director in July.
Last month, the UK agency won the £3m media business with heavy DM work for Harley Medical, the cosmetic and non-surgical specialist.
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