M&C Saatchi retains Trinity Mirror account.(Brief Article)

M&C Saatchi has retained Trinity Mirror's 15 million [pounds sterling] creative account following a three-month review that saw fortunes swing between the incumbent and its rival, Lowe.

M&C Saatchi triumphed despite the links between Lowe and Mirror Group Newspapers' new marketing director, Alisdair Luxmoore, who joined the publisher in September. Luxmoore, before calling the review, had worked with Lowe in his previous position as the marketing director at Dollond & Aitchison, the opticians.

When he called the review two months after his arrival, observers believed that the business would be shoed into Lowe, particularly after the agency suddenly withdrew from the ongoing Telegraph Newspapers pitch in order to concentrate its attentions on acquiring the Mirror account.

However, key figures at The Mirror, including the editor, Piers Morgan, are believed to have ...