Alliance & Leicester awards MGM media planning business

Manning Gottlieb Media has won the centralised media strategy and planning business for Alliance & Leicester.

Manning Gottlieb Media has won the centralised media strategy and

planning business for Alliance & Leicester.



The agency beat a number of undisclosed media planning and buying shops,

thought to include the two media buying incumbents, AMS and

Tri-Direct.



The media buying is unaffected by MGM’s appointment.



The move signals a rationalisation in strategy for Alliance & Leicester,

which uses a wide variety of advertising, direct marketing and media

agencies with little synergy between them. The advertiser has for some

time been looking for ways to bring its media strategy and planning

together to form a consistent communication programme.



Alliance & Leicester’s communication is heavily direct

response-oriented, building its business and brand through low-cost

customer acquisition.



A large proportion of its spend goes on direct mail pieces and inserts

as well as direct response press activity.



MGM would not comment on the appointment.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).