Media Planning Group snatches £12.5m De Agostini account

by Sam Matthews, Brand Republic 15-Feb-06, 11:00

LONDON - Media Planning Group has won the £12.5m account for part-work magazine publisher De Agostini, after a competitive pitch process including incumbent MediaCom.

De Agostini is the publisher of hobby and collectible titles including Mind, Body Spirit, The Ultimate Doll's House and Movie Musicals, and is part of the Italian De Agostini Group.

The company has traditionally used above-the-line media, primarily TV, to launch products each year. MediaCom originally won the account without a pitch in 2000.

Havas-owned MPG's task will be to make TV activity work harder for De Agostini. It will include reviewing other media to reach as many people as possible during the key launch period for each product.

James Franks, De Agostini marketing director, said: "We have been very impressed with the team at MPG -- they have really challenged us on why we do what we do and we look forward to working with them."

Mark Craze, managing partner of MPG, added: "De Agostini operates in a fascinating market where media has a key role to play in the success of its business. This is a great win for us, and vindicates our strategy of providing clients' with the most senior talented teams."

De Agostini, an Italian company, was founded in 1901. Its UK division has published a number of part-works including Dinosaurs and How My Body Works.

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