Trinity Mirror's new marketing director, Alisdair Luxmoore, has
called a review of the £15 million creative accounts for The
Mirror, Sunday Mirror and Sunday People, currently residing with M&C
Saatchi.
A shortlist of agencies is said to be in the process of being drawn
up.
Lowe Lintas could benefit from a change in arrangements, having already
established a relationship with Luxmoore, the former head of marketing
at Lowe's client Dollond & Aitchison, for which it created a television
campaign starring Burt Reynolds.
Trinity Mirror has been one of M&C Saatchi's most loyal clients over the
years. It worked with the agency's principals when they were still at
Saatchi & Saatchi and it was one of the first clients to follow them
when they broke away from the Charlotte Street operation in 1995.
It is thought that the creative review has been precipitated by M&C
Saatchi's pitch for The Observer, for which it has been shortlisted
along with Mother.
However, by the same measure, Lowe's position on the shortlist for The
Daily Telegraph and The Sunday Telegraph's combined £8 million
business could jeopardise its chances with The Mirror.
Last year Trinity Mirror raised no objection when M&C Saatchi
unsuccessfully contested The Guardian's creative account before its move
from Partners BDDH to BMP DDB, but this decision pre-dated the arrival
of Luxmoore.
"He is looking for a change in strategy," an industry source said. "He
believes that things must be done differently if sales are to go
up."
Trinity Mirror's media buying, which is handled by Zenith, is thought to
be unaffected by the review.
The Mirror's coverage since the 11 September attacks, led by the editor,
Piers Morgan, has won it plaudits in the media community and has
successfully differentiated its brand from that of its tabloid
arch-rival, The Sun.
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