Agencies line up as C&G calls review of its direct marketing

Cheltenham & Gloucester, the UK's third largest mortgage provider, is approaching agencies about a review of its multimillion-pound direct marketing account.

Cheltenham & Gloucester, the UK's third largest mortgage provider, is approaching agencies about a review of its multimillion-pound direct marketing account.

The building society, which has a roster of direct agencies including Spearhead, has been to see a number of below-the-line agencies recently.

Peter Mounty, the head of communications and quality at C&G, confirmed that the company had seen agencies recently: 'We regularly review our position in these matters and test the market. This is ongoing.'

Ian Whittaker, the senior manager for product marketing at C&G, and Mounty said no above-the-line creative review was being considered.

The building society reviewed its media account in July 1999. After the Lloyds TSB Group bought C&G in 1995, Zenith, the incumbent agency for C&G, beat Lloyds' agency CIA Medianetwork to the pounds 30 million media account.

They were shortlisted after a four-way pitch against Optimedia and BBJ.

In April last year, the company revived its 'boy' advertising campaign, featuring a young boy diving for pearls. The ad was created by Saatchi & Saatchi.

Saatchis took on the above-the-line account in September 1999 when Lloyds TSB split with its other roster agency, D'Arcy. Lloyds' former roster agency, Lowe Howard-Spink, ended its 15-year relationship with the bank before the six-month pitch began, citing 'strategic and creative differences'.



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