Leagas Delaney lands Nationwide TV project

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

house.



Leagas Delaney will work on a new TV campaign due to air in spring

2002.



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

years.



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

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