FOCUS - EUROPE: M&C Saatchi retains Lastminute business

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.

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