Everest hires All Response in media account revamp

everestEverest marketing chief Martin Troughton has appointed All Response Media – the agency he hired when at bitter rival Anglian – to handle the home improvement company’s UK media planning and buying account.
All Response Media recently resigned the Anglian business in order to take on the Everest brief, which has been handled by MediaCom since 2011.
It is the brand’s second media appointment in a matter of weeks. Last month, Tug landed Everest’s digital media account – which had also been handled by Mediacom – taking over responsiblity for paid search and display campaigns. It is implementing a data-driven strategy to manage the brand’s digital lead generation programme.
Troughton, who is perhaps best known for his time at Harrison Troughton Wunderman joined Everest last summer, having been at Anglian since November 2006.
Prior to joining Anglian, he spent most of his career agency side at the likes of Ogilvy Direct (now OgilvyOne), HTP Brand Response, HTW and Sharpen Troughton Owens Response. However, he did have a three-year spell as head of direct marketing at BT during the Nineties.
MBA has been Everest’s ad agency since 2007 and picked up its direct marketing account in 2011. Sports presenter Craig Doyle spearheads the firm’s ad campaigns (pictured); a role made famous by former Derbyshire farmer Ted Moult.

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