Sunday Business is calling a review of its advertising as it
considers a change in strategy to move the brand forward as an
established title.
The newspaper, which launched last February, is understood to be
considering five agencies, including the incumbent, DMB&B. A final
shortlist is expected in a week.
However, Nigel Marsh, DMB&B’s marketing director, said his agency had
not officially been informed of the review. He said: ’If it is true,
DMB&B has no intention of repitching for a piece of business we have
been running well under trying circumstances for the past year.’
Andy Hart, appointed managing director of Sunday Business in October,
said: ’As we move into phase two, we are reviewing all of our marketing
including advertising and suppliers.’
The below-the-line business is also under review.
Media buying, held by MediaCom/TMBG, is not being reviewed immediately,
but Hart hinted that it would come under scrutiny once the other reviews
were finished.
The agencies are being asked to formulate a strategy for the title, and
are advising on the advertising budget. Hart said that the figure is
likely to be similar to last year’s pounds 1 million.
The title reached its promised 50,000 weekly circulation in the Audit
Bureau of Circulations figures released last month. The advertising
strategy will take the newspaper forward as an established brand rather
than a launch title.
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