Hall Moore won the business following a three-way pitch against Personal and Rapier. Its brief is to boost The Daily Telegraph's subscription base, which currently accounts for about one-third of the newspaper's 903,772 circulation, which was down again in June.
The Telegraph's decision to appoint Hall Moore will come as little surprise to many in the industry. The agency previously worked on a trade marketing campaign in June targeting media agencies.
The DM pitch process was overseen by Telegraph Group marketing director Katie Vanneck, who commented on the decision to appoint Hall Moore.
"Regular subscribers are the gold standard for our business," she said. "Through the Telegraph's subscriptions scheme we have a direct and profitable relationship with our customers, providing a unique and important competitive advantage."
Hall Moore's appointment results in the consolidation of the Telegraph's business into the Clemmow Hornby Inge group. Ad agency CHI already handles the Telegraph's above-the-line business and Naked Inside manages its communications planning.
"In appointing Hall Moore, we are able to consolidate our brand and marketing communications while taking our relationship with our most loyal and valuable customers to the next level of recognition and reward," Vanneck said.
The Telegraph previously used direct agencies on an ad hoc basis. However, its marketing has recently come under greater scrutiny following the acquisition of the group by the Barclay brothers.
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