London advertising kickstarts 2021 with industry’s ‘first ever January sale’

London Advertising is ushering in 2021 by offering discounted rates to cash-conscious clients in what it bills as the “first January sale offered by an ad agency”Advertisers willing to take the plunge with the agency on a three-month assignment will be offered their first month free, with successive months billed at £25,000.

London Advertising has kicked off 2021 with the industry’s ‘first-ever January sale’

What’s the deal?

• Advertisers are being nudged into signing three month contracts with the offer of one month free, with months two and three charged at £25k apiece.

• The buy-three-get-one-free promise is more commonly found on supermarket shelves but London Advertising believes its message will be just as effective among prospective clients, backing up its belief with a series of out-of-home ads.

• Promotional messages such as: ’This is the time of year when everyone has a sale. We’re no exception’, and ’If your new year’s resolution is to get a new advertising agency, it’s your lucky day’ will help to spread the word far and wide.

• To ensure all messaging is on point each ad bears the tagline: ’The London Advertising sale now on.’

• The brainchild of creative director and partner Alan Jarvie with freelance designer Justin Shill, all media is being handled directly by London Advertising.

• The cut-price initiative follows a similar initiative over the summer during which London Advertising capitalised on the depressed TV and OOH markets to promote its services at discounted rates with a little help from the disembodied voices of Dame Helen Mirren and Liam Neeson.

Why it matters

• London Advertising prides itself as being the ’smallest global ad agency’, with just 10 employees, while operating in more territories than WPP.

• Citing tangible benefits from its celebrity endorsements, the agency cites its polling evidence showing that public awareness of London Advertising grew from 8 to 15% in the capital before and after its message hit the airwaves.

• This trickled down to a smaller bump from 4 to 6% across the country as a whole, placing it ahead of more established players such as VCCP and Mother, and slightly behind Adam & Eve/DDB.

• This follows recent IPA research indicating that 53% of students and recent graduates were unable to identify a single agency by name.

• Jarvie said: ”We are firm believers that good advertising builds strong brands and have led by example. We also recognise that to help our clients achieve their commercial objectives there are times when a hard-sell message is appropriate.”

• Founder and chief executive officer Michael Moszynski, added: ”We are keen to offer our highly relevant experience to help British businesses grow again as people are getting itchy to unleash their £54.6bn of unspent disposable income, as well as to take advantage of the UK’s new trade deals with 54 countries that start on January 1st.”