BMP OMD’s second-string agency, BMP Solutions in Media, has
snatched the pounds 5 million account for the pan-European internet
bank, First-e, from Media Insight without a pitch.
Media Insight was appointed to head the launch of First-e in September
after pitching against BMP. Media Insight won the account alongside its
sister creative shop, J. Walter Thompson, while BMP DDB pitched with BMP
The creative account is not affected by the media review.
Richard Thackray, First-e’s UK general manager, said: ’When we launched,
Media Insight helped us get going quickly as they are a sister agency to
JWT; the one-stop shop was important in the early days but we always
intended to review this once the brand was established. BMP is a good
media agency, strong on strategy and innovation which, for a business
like ours, is incredibly important.’
Paul Taylor, managing director of BMP Solutions in Media, said: ’The
fact that they appointed us on our abilities to provide integrated media
communications, on the people they met and on our track record for their
area is the perfect credential for our future.’
First-e launched in September offering savings account services but the
bank plans to introduce account and specialist brokerage services this
year, which could increase the advertising budget to an estimated pounds
The company launched a heavyweight advertising campaign in October,
running across TV, radio, print and outdoor media.