Agency: DLKW Lowe
By CAMILLA PALMER, campaignlive.co.uk, Friday, 14 December 2001 12:00PM
Leagas Delaney has taken on its third tenure of the Nationwide
above-the-line advertising account by winning the task to develop a
brand-building television campaign for the building society.
The agency won in a pitch against Leo Burnett, Banks Hoggins O'Shea/FCB
and the Nationwide's in-house ad department, which produced the latest
TV work for the organisation showing a family living in a three-storey
Leagas Delaney will work on a new TV campaign due to air in spring
The brief doesn't cover print or poster work; this will continue to be
handled in-house and by WWAV Rapp Collins and Ping. However, Leagas
Delaney is expected to attempt to work in these areas.
The marketing director for Nationwide, Steve Clode, said: "Leagas
Delaney has demonstrated the clearest understanding of the brand's
intentions as well as its heritage. Creative submissions from the four
agencies were put into research and the results gave a ringing
endorsement of our decision."
Tim Delaney, the executive creative director at Leagas Delaney, said:
"Nationwide has left no stone unturned in improving and modernising its
offering. Now it deserves great advertising."
The tie-up is the third between agency and client in the past ten
It first won the account in 1991 from D'Arcy Masius Benton & Bowles and
created the stop-frame TV "Don from Doncaster" ads. The account moved to
GGT in 1994 and then back to Leagas in 1997 as Nationwide backtracked on
an earlier decision to do without a full-service agency. The
relationship only lasted a year, before Bartle Bogle Hegarty took up the
baton until July 2000.
Mike Lazenby, the former Nationwide marketing director, had pulled the
ad budget in 1999, ploughing the cash into football sponsorship. He left
at the end of 1999, to be replaced by Clode, who decided to bring back
advertising, handled in-house.
The "Don from Doncaster" spots were revived in 1998 during Leagas
Delaney's second stint on the account. BBH's spots showed people being
massaged to show the peace of mind offered by Nationwide, but were
criticised for being too bland.
This article was first published on campaignlive.co.uk