Magazine article Marketing

NI Pools Media into TMD Carat

Magazine article Marketing

NI Pools Media into TMD Carat

Article excerpt

News International has centralised all media planning and buying for its tabloid titles through TMD Carat, netting the media independent another |pounds~11m in billings.

The account covers media for the Sun and Today, as well as News International's Sunday tabloid, News of the World. TMD already handles media planning and buying for Today, which it won back in May this year.

Media buying for most News International titles has traditionally been handled by The Media Factor, the media division of Arc Advertising. Media planning and buying for the Times and Sunday Times remains with The Media Factor.

Arc/The Media Factor, which had held the Sun's account for a decade, declined to pitch when the full service account was put up for review in the summer.

News International group promotions director Andrew Kitching then plucked media buying for the Sun out of the Media Factor and placed it temporarily with TMD. Clive Milner, director of advertising for the Sun, said at the time that TMD was only working on a project basis.

In October, News International confirmed that it had drawn up a short-list for the full service account, but has now decided to split media and creative work to take advantage of media centralisation. …

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