Medialab lands raft of IDM business

Medialab lands raft of IDM businessDirect media specialist Medialab has secured a chunk of new business in the mail order sector – including maternity and baby clothing retailer JoJo Maman Bébé – following the collapse of its main rival, Independent Direct Marketing.
The agency, which scooped the Post Office data business earlier this year, has picked up six accounts previously handled by IDM, which also include shoe firm Samuel Windsor, homewear and clothing company Clifford James, retro business Back in the Days, gift company The Owl Barn and fishing specialist Fishtec. Medialab has been appointed to manage either their list or insert programmes.
IDM was forced into liquidation last month after nearly 25 years in business. Set up by Derek Laken and John Wright in 1990, the company offered a raft of DM services, including managed mailing lists, package insert programmes, press and online space, as well as media planning and buying and data capture and bureau services.
Medialab was launched in 1997 as Listlab and then owned by financial publisher Fleet Street Publications. Three directors of the business – Marcus Orme, Alex Kirk and Ben Ennis – secured a management buyout in 2005.
The agency already works for many of the leading mail order brands, including JD Williams, Cotton Traders, Scotts & Co, and Coopers of Stortford, as well as ATOC (railcard). It has also won back list management of garden specialist Bakker & Spalding after losing the account a year ago.
Ennis said: “These wins have added some extremely reputable mail order brands to what is already a high quality portfolio. It’s a great way to end the year and will get 2015 off to a cracking start.”

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