NEWS: NatWest to test Lintas with print assignment
By HARRIET GREEN, campaignlive.co.uk, Thursday, 12 January 1995 12:00AM
NatWest has snubbed its main agency, Bartle Bogle Hegarty, by testing Ammirati and Puris/Lintas with a press and poster project scheduled to break in February.
NatWest has snubbed its main agency, Bartle Bogle Hegarty, by testing
Ammirati and Puris/Lintas with a press and poster project scheduled to
break in February.
The bank is expected to appoint A&P/Lintas to its entire pounds 10
million above-the-line print budget if the project is successful.
A&P/Lintas’s assignment means BBH, which has acted as NatWest’s lead
agency since 1990, could lose the slice of print business it handles for
the bank. NatWest currently uses a roster of 20 agencies to produce
creative print work.
Ian Schoolar, NatWest’s head of brand communications, said: ‘BBH
continues to act as NatWest’s strategic lead agency and overall brand
consultant. And it is developing the brand TV campaign. We wanted to
focus BBH into these two main areas.
‘This is too big a job for one agency. If BBH spreads itself too thinly
it’s not best for us. Since 1991 there has been more fragmentation in
advertising. We have not been disciplined in addressing that.’
Schoolar said he had approached A&P/Lintas’ chairman, Anthony Simonds-
Gooding, two months ago, because ‘there was no other blue-chip agency
without competitive business that had experience in posters and press
ads’. The agency was appointed on Tuesday.
Andrew Cracknell, the A&P/Lintas deputy chairman, said: ‘This is a great
start to the year. It is obviously an important piece of business.’
John Bartle, BBH’s chief executive, commented: ‘We were fully aware of
the pitch. This hardly affects any of our business. It’s an exercise in
NatWest emerged from a nine-month marketing rethink last June with a new
structure, name and pounds 6 million BBH campaign.
The agency’s two big-budget films dropped NatWest’s four-year-old
tagline, ‘We’re here to make life easier’, for the new ‘More than just a
Motive, BBH’s media dependant, continues to handle NatWest’s media.
This article was first published on campaignlive.co.uk
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