Doner Cardwell Hawkins receives surprise Saga call-up

Saga has appointed Doner Cardwell Hawkins to handle two projects across its holidays and insurance business.

Saga has appointed Doner Cardwell Hawkins to handle two projects

across its holidays and insurance business.



It is unclear how the appointment affects the incumbent, Ogilvy &

Mather, which was appointed to the Saga Holidays business after a

five-way pitch in June last year.



The account was claimed to be worth pounds 4.4 million, and the brief

was to change the perception of the company as being the preserve of the

blue-rinse brigade. Instead the company wanted to present itself as

modern and dynamic, offering a range of products and services, including

new adventure holidays.



However, the account has been relatively dormant at O&M since a test TV

commercial ran in just two regions in autumn pending a national

roll-out.



It is understood that Saga is uncertain whether to proceed with TV

advertising and is considering going back to its previous direct

response-based work.



Doner Cardwell, which is believed to be working on a campaign due to

break after Christmas, was on the original shortlist for the account in

June. It pitched against O&M, Bates Dorland and The Square. O&M claims

it remains the agency of record for Saga Holidays. Saga was unavailable

for comment.



Saga Holidays recently appointed a new managing director. Tom Wright,

previously head of sales and marketing at Center Parcs, joined the

company last month.



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