MindShare scoops Everest account

by Media Week, Media Week 26-Mar-08, 09:00

Home improvement firm Everest has handed its £5m media account to WPP's MindShare following a pitch against undisclosed agencies.

Everest's brief to MindShare includes a return to TV advertising, following almost a decade concentrating on other forms of promotion.

MindShare will start working on the account this summer, taking over from incumbent Bygraves Bushell Valladares & Sheldon on the direct mail account. Everest has also used direct and digital agency Equi=Media since June 2006 and will continue to work with the agency.

Everest spent £4.6m, equating to 93% of its media spend, on direct mail in the 12 months to June 2007, according to Nielsen Media Research. Everest also regularly ranks in Nielsen's top 10 direct mail advertisers by volume.

Lucy Stafford, managing director of MindShare Direct, will lead the account, which relies heavily on direct mail in its media buying efforts.

Stafford joined MindShare Direct in August 2007, since when the agency has landed accounts for big direct marketing spenders including Admiral and Axa. MindShare Direct's team now numbers 20.

Duncan Bland, marketing director for Everest, said MindShare Direct's response analysis capabilities and targeted media buying experience were the main reasons for choosing the WPP agency.