Independent plays down ad review
The Independent newspaper has played-down reports of an ongoing pitch-process for its advertising business, and has praised the work and commitment of long-term incumbent CST (formerly Chick Smith Trott).
The seven-year account held by CST is said to be under review as a matter of good practice at the year’s end, but David Greene, marketing director of The Independent, said this should not be taken to mean the relationship is destined to finish.
“We have been more than happy with the work CST has done for us over the years and have enjoyed a strong relationship.
“The majority of our advertising work is not big budget business, but more tactical promotional marketing which has certainly paid off over the last two years, as we switched to tabloid-format.”
Greene also rubbished reports that the account is worth £3 million a year, adding “I doubt we’ve spent much more than that in the last seven.”
The comments are sure to be welcomed by CST but come as Greene prepares to leave the newspaper. After 10 years service, he is preparing to launch his own consultancy in the summer of next year.
He admitted the direction of the paper's marketing activity will ultimately be decided after ongoing debates surrounding the positioing of the paper.
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