M&C Saatchi has held on to the Lastminute.com advertising account,
worth £5 million (US $7,320,000), after a pitch against
Wieden & Kennedy, Bartle Bogle Hegarty and BMPDDB.
A new advertising campaign, beginning in the autumn, will be created by
M&C Saatchi with the Immediate Sales Agency, part of the M&C Saatchi
village.
The work is expected to concentrate on broadening the perception of
Lastminute, which is viewed primarily as a travel site, and promote a
wider range of last-minute leisure bargains on offer.
Mr Nick Hurrell, the joint chief executive of M&C Saatchi, said: "The
second stage of the campaign will be more consumer-centric, featuring
specific products and inspiring ideas for all occasions in people's
lives."
Mr Carl Lyons, Lastminute's head of marketing, said: "We are absolutely
confident that M&C Saatchi's work will build the brand in line with our
ambitions. The integration of immediate sales into the core team will
provide a strong stream of new ideas."
M&C Saatchi was originally appointed in July 1999 when Lastminute was a
much smaller operation.
Following the company's flotation earlier this year, the share price has
been disappointing, in line with the rest of the new economy sector.
Lastminute announced third-quarter losses of £9.27 million (US
$13.8494 million) earlier this month, but expects to reach
profitability 12 months ahead of schedule.
The company recently expanded overseas and purchased the French travel
e-business Degriftour for £59 million (US $88.146 million).
Lastminute also has German and Swedish versions of the site and has
launched a dedicated Australian site in partnership with
Travel.com.au
Media buying for Lastminute.com, which is handled by New PHD, was
unaffected by the review.
