The relationship between Sunday Business and Conquest has ended
after just 18 months because of the failure of the newspaper and its
agency to agree on a future advertising strategy.
The decision to divorce was taken at a meeting last Friday afternoon
between Julian Saunders, the Conquest chief executive, and senior
executives of the paper.
It means an end to the ’For Adventure Capitalists’ poster campaign
produced by the agency which spoofed blockbuster movie ads and was
designed to position the paper as exciting and fun.
The split comes at a time of a substantial circulation decline for the
title, whose month-on-month sales to April have fallen by more than 6
per cent to 70,600.
The decision is thought to have been sparked by Conquest’s difficulty in
establishing a rapport with contacts at the paper and the failure to
agree a follow-up campaign to last year’s brand work.
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