Magazine article Marketing

Observer Hires Mother for [Pounds Sterling]3.7m Ad Business

Magazine article Marketing

Observer Hires Mother for [Pounds Sterling]3.7m Ad Business

Article excerpt

The Observer newspaper has appointed Mother to handle its [pounds sterling]3.7m creative advertising account following a final pitch against M&C Saatchi.

The agency will now create a new approach for the newspaper, taking over from Ogilvy & Mather.

BMP DDB, which also pitched, will continue to work for The Guardian, The Observer's sister paper.

Marc Sands, Guardian Newspaper's marketing director, is keen to carve out a more distinctive personality for The Observer, which he admits does not yet enjoy the same "fierce loyalty" as The Guardian.

His ultimate aim is to achieve further growth in circulation and readership next year by stealing readers from the other 'quality' newspapers, particularly The Independent on Sunday and The Sunday Times.

Sands believes that under editor Roger Alton, The Observer has regained its distinctive voice and reputation for integrity through supplements such as Britain Uncovered.

The Observer is likely to get Mother's trademark irreverent treatment that it has applied to other media brands such as ITV Digital and radio station Kiss. …

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