Magazine article Marketing

Evening Standard Hires BDDH to Halt Sales Dip

Magazine article Marketing

Evening Standard Hires BDDH to Halt Sales Dip

Article excerpt

The Evening Standard has picked advertising agency Partners BDDH to help editor Veronica Wadley reverse its declining circulation.

Managing director Sally de la Bedoyere, who ran the pitch process, selected Partners BDDH to the pounds 2.5m task after also seeing Fallon, Heresy and Mustoe Merriman Levy.

The agency will now create a campaign to win back readers after a 3.5% slump in sales over the past year. The Standard particularly wants to appeal to 18- to 34-year-old women who appear to be deserting the London paper in their droves.

The Standard has used Bates UK for its advertising since late 1999, but De la Bedoyere is understood to have favoured a smaller agency. The brief is thought to be promotions-led.

Wadley replaced Max Hastings as editor of the London daily at the beginning of the year. Previously deputy editor of sister title the Daily Mail, Wadley has already made changes to the Standard's editorial, including an extensive revamp of its arts coverage. …

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