Maitland triumphed in a three-way pitch against City PR powerhouses Brunswick and incumbent Finsbury. Its contract begins in the first week of August.
Last month Trinity Mirror sold its magazines and exhibitions business, owner of Back Street Fighters and Geriatric Medicine, to a management buyout for £41.5 million. The sale follows a fallow period for the firm in which advertising revenues dropped by around 12 per cent year-on-year – and by 16 per cent in its UK national division, which includes flagship title the Daily Mirror.
Maitland managing partner Neil Bennett leads the account, reporting to Trinity Mirror director of corporate comms Nick Fullagar.
Finsbury's relationship with Trinity Mirror extends beyond the group's inception in 1999, after the merger of publishers Trinity and Mirror Group. Prior to the deal it had represented Mirror Group.
Trinity Mirror confirmed that Maitland had won the business but declined to comment further.