It is up against incumbent M&C Saatchi for the account, but Trinity Mirror's new marketing director, Alisdair Luxmoore, favours a fresh approach following a resurgence in sales for flagship title The Mirror.
Unlike its red-top rival The Sun, it has taken a campaigning stance during the war in Afghanistan, showing hard-hitting images and using polemicist John Pilger.
M&C Saatchi's position as Trinity Mirror's agency of record has not been helped by its decision to pitch for The Observer account.
Lowe Lintas withdrew from the Telegraph Group shortlist "owing to a potential clash of client interest", said the client. The group has added McCann-Erickson to its shortlist. The other agencies are Clemmow Hornby Inge and Leo Burnett.