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.
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.”