Carat Manchester has been appointed by Trinity Mirror to handle its £5million media planning and buying account.

The Aegis Media subsidiary will take on all of Trinity’s national and regional brands with the exception of the Media Scotland account, which will continue to be run out of another Aegis-owned agency, Media Vision, in Edinburgh.

Mark Hollinshead, Trinity Mirror’s chief operating officer, said: “We feel Aegis is particularly suited to support our new publishing structure given that their regional network perfectly matches our areas of strength geographically. Additionally, their digital know-how will certainly help us to achieve our own digital ambitions and we look forward to working with them.”

Carat Manchester’s Dave Lucas added: “Anyone who works in media would love to be able to work on the fantastic media brands in the Trinity Mirror portfolio, so we’re really excited about this news. This is especially true at a time when the business has placed such an emphasis on the fantastic content it creates, and has re-engineered itself structurally to meet the challenges ahead.”

The centralisation of the accounts with Aegis Media follows the recent announcement of Trinity’s new publishing operation, which will establish an integrated approach to the marketing of all newspapers and digital platforms across the group.

The reorganisation was designed to allow editorial, advertising and support functions to operate as effectively as possible across all of the Group’s print and digital publishing operations.

As part of the restructure a newly-formed Publishing Operations Group – which includes senior executives from editorial, advertising and digital – now drives the “One Trinity Mirror” strategic vision.