ONE OF Scotland's leading media buying companies has won a £15 million contract to buy space for the biggest trainer of driving instructors in Britain.

Euan Jarvie, managing director of MediaCom - which billed £60 million last year purchasing advertising space across a range of new and old media platforms - said the contract with LVG was likely to be one of the top 10 deals the company would make in 2008.

According to Jarvie, the contract is to provide "direct response marketing", meaning adverts that the target audience would instantly respond to by phoning a number or sending an email, rather than advertising that builds a brand identity.

He said: "People might not appreciate how big a company LVG is but it is growing quickly and we are delighted it has chosen MediaCom to take its media expertise to a new level."

Based in Leith, MediaCom Edinburgh has won £20 million of new business in the last 20 months. It claims to have a pitch success rate of more than 60%. Existing clients include RBS, Standard Life, VisitScotland and the Scottish Government.

Chris Hewitt, LVG's head of marketing, added: "We were looking for a step-change in media expertise and performance. MediaCom has demonstrated its ability to deliver this and we look forward to a long and mutually beneficial relationship."