Article: Petplan changes tack with press ads offensive.(Advertising)(Brief Article)

Pet insurance provider Petplan is broadening its direct marketing mix by embracing responsive press ads for the first time.

The company previously relied on direct mail, DRTV and third-party partnerships to target pet owners. If this initiative proves successful, it could be included in future planning.

The ads, devised by TDA, will appear in newspapers including The Daily Star, Daily Mirror, Guardian and Independent.

Karen Younger, direct and channel marketing manager for Petplan, says: "Press advertising is new territory for Petplan. We are ...

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