Agency: Bartle Bogle Hegarty
By IAN DARBY, campaignlive.co.uk, Friday, 15 December 2000 12:00AM
Foreign & Colonial, the financial investment specialist, has appointed Craik Jones Watson Mitchell Voelkel to its through-the-line business.
The appointment follows a three-way pitch against Brann London and Smith Bundy Carlson. The previous incumbent, HPT Brand Response, did not repitch.
Craik Jones will develop a series of campaigns to include press, posters, direct mail, and support materials. F&C spent pounds 1.3 million through HPT but the below-the-line spend is thought to be higher.
The agency will target private investors to grow F&C's customer base, as well as customer loyalty programmes. It will also see the development of a business-to-business programme to independent financial advisers, with Craik Jones creating a branding campaign on products and consumer support material.
One press ad, developed as part of Craik Jones' pitch, has already run in the investment and national press. The direct marketing activity will begin in January.
Georgette Harrison, F&C's head of private investor marketing, said: 'The agency demonstrated a high degree of creativity that we felt would create cut-through in the crowded marketplace.'
HPT ran work for F&C which positioned it as the City's 'best kept secret'.
The agency was appointed two years ago.
This article was first published on campaignlive.co.uk