Bank of Scotland is aligning all its pounds 30 million advertising
and marketing activity within the WPP group, which will co-ordinate it
The assignment effectively doubles the size of the London shop, which
triumphed in a ’winner-takes-all’ pitch between the bank’s roster
The pitch process, which began nine months ago, is part of the bank’s
attempt to raise its profile through a more coherent approach to the
management of its brand.
Conquest won through against McCann-Erickson, which handles Capital
Bank, Bank of Scotland’s finance house, Bartle Bogle Hegarty, which runs
its Investors’ Club account, and the Leith agency in Edinburgh, which
promotes the bank’s branches.
Media arrangements remain under discussion. Some is bought and planned
through Conquest, with Feather Brooksbank handling the rest.
Martin Sorrell, WPP’s chief executive, is understood to have been
closely involved in the pitch, which will result in a huge jump in
Conquest’s Bank of Scotland billings, which currently stand at about
pounds 7 million.
The win climaxes a four-year relationship between Conquest and the bank,
which first awarded the agency its direct account, later following up
with its credit card business.
It also marks the first major success for Conquest’s new positioning as
a premium-priced strategic advice specialist and a ’gateway’ to WPP
specialists ranging from direct marketers to brand identity consultants
and PR advisers.
The account is expected to be handled by a dedicated core group within
Conquest which will draw on other WPP group resources as necessary.
The review of the bank’s agency relationship is believed to have been
precipitated by the joining of the marketing-orientated Capital Bank
with the more traditional main banking business.
Now it wants to replicate its high brand awareness within Scotland south
of the border.
Some experts believe that, having been thwarted in its attempted
takeover of NatWest, Bank of Scotland could itself be vulnerable should
its rival, the Royal Bank of Scotland, succeed in its pounds 26 billion
hostile bid for NatWest.
Julian Saunders, chief executive of Conquest, was not available for