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Amra scores major coup over Associated with Ford deal

Amra scores major coup over Associated with Ford deal

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Kevin May

Trinity Mirror’s regional newspapers’ sales house, Amra, has scored a major coup against national newspaper rivals by signing a landmark deal with Ford for its London cross-title package.

The deal for Amra’s Capital Package will see 46 titles in the scheme carrying high-profile brand adverts for the car giant.

Ford’s buying agency, MindShare, has used the Associated Newspapers stable of titles in London – the Metro and Evening Standard – in the past.

However, the agency has now decided to place all of its latest campaign, worth about £340,000 and running over three weeks, with rival the Trinity Mirrorowned titles.

In the past, agency press buyers had been increasingly concerned at Associated’s dominant position in the London market.

MindShare managing partner Steve Tindall said: “The Capital Package’s performance over the past two years has been extremely impressive, becoming a highly effective alternative to the London Evening Standard and Metro.

“As London and its surroundings are key catchment areas for Ford, we envisage that the Capital Package could become a regular fixture on the Ford schedule.”

Amra managing director Gary McNish said: “The Capital Package as been extremely successful with many blue chip companies and not surprisingly continues to attract business from strong brands such as Ford.”

The gradual movement of big brand advertisers to use local press will be another feather in the cap of Amra and the regional press as a whole, following last year’s deal between Unilever, Amra and Northcliffe, which saw the FMCG giant pledging millions of spend in the sector.

The Amra deal comes on the eve of another newspaper player potentially entering the already crowded London market.

Richard Desmond is understood to be waiting for a decision by the Office of Fair Trading to make a decision on the legality of rival Associated Newspapers’ exclusive distribution contracts for the London Underground and mainline stations before going ahead with his expected launch of a new London Evening newspaper.

This article was first published on mediaweek.co.uk

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