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Evans Cycles £1m media brief goes to Mindshare

British retailer Evans Cycles has hired Mindshare to handle its £1m media planning and buying account following a competitive pitch involving incumbent Carat Manchester.

Evans Cycles’ marketing director, James Backhouse explained Minshare’s Huddle event edged the agency towards the win. Having attended last year, Backhouse said it showcased Mindshare’s understanding of data, technology and content which will form a key part of its strategy in 2015.

Mindshare has been tasked with targeting cyclists with a data led approach, fusing numerous data sets to fuel its above the line strategy.

Evans Cycles is also looking to grow its brand nationally and Mindshare will support its store opening programme with local activity.

“They are a great fit for our business and we’re excited about working together on the next stage in our marketing,” added Backhouse.

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