Conquest lands pounds 30m Bank of Scotland task

By JOHN TYLEE, campaignlive.co.uk, Friday, 03 December 1999 12:00AM

Bank of Scotland is aligning all its pounds 30 million advertising and marketing activity within the WPP group, which will co-ordinate it through Conquest.

Bank of Scotland is aligning all its pounds 30 million advertising

and marketing activity within the WPP group, which will co-ordinate it

through Conquest.



The assignment effectively doubles the size of the London shop, which

triumphed in a ’winner-takes-all’ pitch between the bank’s roster

agencies.



The pitch process, which began nine months ago, is part of the bank’s

attempt to raise its profile through a more coherent approach to the

management of its brand.



Conquest won through against McCann-Erickson, which handles Capital

Bank, Bank of Scotland’s finance house, Bartle Bogle Hegarty, which runs

its Investors’ Club account, and the Leith agency in Edinburgh, which

promotes the bank’s branches.



Media arrangements remain under discussion. Some is bought and planned

through Conquest, with Feather Brooksbank handling the rest.



Martin Sorrell, WPP’s chief executive, is understood to have been

closely involved in the pitch, which will result in a huge jump in

Conquest’s Bank of Scotland billings, which currently stand at about

pounds 7 million.



The win climaxes a four-year relationship between Conquest and the bank,

which first awarded the agency its direct account, later following up

with its credit card business.



It also marks the first major success for Conquest’s new positioning as

a premium-priced strategic advice specialist and a ’gateway’ to WPP

specialists ranging from direct marketers to brand identity consultants

and PR advisers.



The account is expected to be handled by a dedicated core group within

Conquest which will draw on other WPP group resources as necessary.


The review of the bank’s agency relationship is believed to have been

precipitated by the joining of the marketing-orientated Capital Bank

with the more traditional main banking business.



Now it wants to replicate its high brand awareness within Scotland south

of the border.



Some experts believe that, having been thwarted in its attempted

takeover of NatWest, Bank of Scotland could itself be vulnerable should

its rival, the Royal Bank of Scotland, succeed in its pounds 26 billion

hostile bid for NatWest.



Julian Saunders, chief executive of Conquest, was not available for

comment.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs