News

Readers’ Union appoints R1 to drive planning insight

Readers’ Union, the group of special interest book and kit clubs, has appointed Response One to handle its media planning and buying account, covering direct mail, inserts and display activity.

Following an in-depth review of their media planning and buying account, Readers’ Union will streamline the promotion of its specialist clubs [which includes craft, equestrian and photography] through the appointment of Response One’s List and Media Planning division. The agency will utilise their unique analysis system to undertake a centralised approach to multiple DM, insert and display bookings.

Emma McCallion, Direct Marketing Manager at Readers’ Union explains: “Given the sheer volume of campaigns being booked at any one time, there was real need for integration of our various media campaigns.” Patrick Sargeant, Managing Director at Response One comments, “For the first time Readers’ Union will be able to capitalise on improved frequency and purchasing efficiencies, and most importantly, gain real planning insight".