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CHI creates `romantic' telegraph ad.(Clemmow Hornby Inge, Daily Telegraph)(Brief Article)
The Telegraph Group launches its first TV ad through Clemmow Hornby Inge this week as it continues its drive to attract younger readers to the title.
The 30-second spot signals a shift in marketing strategy toward pushing The Daily Telegraph's Saturday package, the paper's biggest-selling daily edition. The move follows CHI's triumph in a three-way pitch for the account after the incumbent, J. Walter Thompson, parted company from the Telegraph during the summer.
The Daily Telegraph posted an encouraging year-on-year increase of 0.11 per cent to 1,021,851 in last month's ABC figures. However, the paper continues to rely heavily on discounted voucher sales and doubts remain over the paper's ageing readership.
CHI has abandoned the creative framework ...
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