Magazine article Marketing

Gillette's Sharp Deal in Europe

Magazine article Marketing

Gillette's Sharp Deal in Europe

Article excerpt

Gillette's sharp deal in Europe

Italian media magnate Silvio Berlusconi has struck the first "pan-European" discount deal for television airtime with Gillette.

The deal, negotiated through Central and Anglia Television's airtime sales house TSMS, guarantees Gillette volume discounts for airtime bought across Berlusconi's Italian, German, French and Spanish TV stations.

Gillette will continue to buy TV time on Germany's Telefunf, France's La Cinq, Spain's Telecinco, and Italy's network of Berlusconi-owned stations on a country-by-country basis.

But co-ordination of overall TV buying strategy by Gillette's European ad agency network BBDO will be handled from London by BBDO London media director Tim Cox.

Tim Wootton, joint managing director of TSMS, describes the deal as being "multi-million dollar". But both TSMS, appointed as Berlusconi's broadcast sales agent in the UK in March, and BBDO are refusing to give details on the value of new business, volume discounts, and commissions involved in the deal.

The pact will come as a relief to both Berlusconi and TSMS. For Berlusconi, it provides increased advertising support for his less established non-Italian stations, such as Telecinco in Spain. …

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