BMP lands pounds 10m National Savings

National Savings has appointed BMP DDB as the lead agency on its pounds 10 million brand development and advertising account. Its sister agency, BMP Optimum, will be responsible for media strategy and buying.

National Savings has appointed BMP DDB as the lead agency on its

pounds 10 million brand development and advertising account. Its sister

agency, BMP Optimum, will be responsible for media strategy and

buying.



Walsh Trott Chick Smith, which has worked on tactical advertising for

National Savings, will continue to handle project work.



BMP DDB, whose success was first revealed on CampaignLive on Tuesday,

won the account after a three-way pitch against Leo Burnett, WCRS and

M&C Saatchi. The incumbent agency on National Savings was HHCL &

Partners.



The review was sparked by National Savings’ decision to develop a range

of financial services and update its image.



BMP Optimum competed for the media buying task against Mediapolis, John

Ayling & Associates, Walker Media and the incumbent, the Media

Business.



BMP won despite being left off the original shortlist for that part of

the account. It fought off Leo Burnett, Mediapolis and Walker Media for

the strategic business. The incumbent agency on the strategic account,

Michaelides & Bednash, did not repitch.



Christopher Moxey, commercial director of National Savings, said: ’BMP

DDB and BMP Optimum have demonstrated an excellent understanding of our

development needs and showed us an innovative communications

programme.’



Chris Powell, the chief executive of BMP DDB, said: ’National Savings is

a financial institution that is often forgotten. Our job is to make sure

people more aware of it. We want to make the brand more open and

accessible.’



Moxey confirmed there is a possibility of National Savings returning to

TV.



Paul Taylor, managing director of BMP Optimum, said: ’We’ve been able to

capitalise on aligning media planning with buying, which is our stock in

trade.’



Evans Hunt Scott and WWAV Rapp Collins have been shortlisted for

National Savings’ direct marketing account.



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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).