M&C Saatchi wins Mail on Sunday advertising account

The Mail on Sunday has awarded its advertising account to M&C Saatchi, the agency that jointly handled the Conservatives' election campaign, ending a 16-year relationship with Bartle Bogle Hegarty. M&C Saatchi won the Daily Mail account, which has been reported to be worth £35m annually , in October 2009. The Mail on Sunday, which has traditionally always been treated as a separate business in terms of marketing and advertising, spent about £4m on advertising last year. The agency was appointed in March to develop hard-hitting attack ads to help the Tory election campaign. In January the Daily Mail unveiled a £10m M&C Saatchi campaign with six different TV commercials aiming to win over women aged 35 and above – a major departure from its traditional promotion-based marketing. The changes in the advertising strategy follow the arrival of Roland Agambar, who was appointed chief marketing officer at Associated and Daily Mail & General Trust regional business Northcliffe Media in January last year . Agambar joined from News International, where he was marketing director for the Sun and News of the World. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".