Ogilvy & Mather has lost its pan-European Wall Street Journal
Europe account in a centralisation into the newspaper's German agency,
BBDO Dusseldorf.
O&M was appointed last summer (Campaign, 11 June 1999) as part of a bid
by WSJ Europe's owner, Dow Jones, to double its circulation - then
70,600 - over the next five years.
The figure has since climbed to 90,120, according to the Audit Bureau of
Circulations' figures for the first half of this year.
However, the agency produced only one major campaign, which featured a
front page with the line: "Get it."
Mr Doug Baxter, the senior marketing director of WSJ Europe, said: "O&M
produced a successful campaign for the relaunch. However, we believe it
makes more sense to consolidate our advertising efforts with just one
agency."
MindShare UK will continue to handle the media planning and buying.
A new campaign for the newspaper and the online service is scheduled to
break in the autumn.
