Leagas Delaney ditches Nationwide again

Leagas Delaney has informed the Nationwide that it will no longer work for it, following the revelation that the building society was talking to rival agencies (Campaign, last week).

Leagas Delaney has informed the Nationwide that it will no longer

work for it, following the revelation that the building society was

talking to rival agencies (Campaign, last week).



The agency was employed on a project-by-project basis, but had been

expecting to be awarded a formal contract.



Nick Hough, Leagas Delaney’s managing director, said: ’We have come to

the conclusion that we no longer want to work for them.’



It is the second time agency and client have split under acrimonious

circumstances. Nationwide moved its pounds 8 million account out of

Leagas Delaney and into GGT five years ago after a review which Leagas

Delaney learned about from Campaign. However, the account returned a

year ago, and the agency has since produced two films for the building

society.



The first review surprised observers as Leagas Delaney had produced

highly acclaimed ads for the building society including the ’Don from

Doncaster’ stop-frame animation campaign. Nationwide asked the agency to

produce new ads using the same format when it won the task last year.

The subsequent campaign is ongoing.



The talks with other agencies are part of an overall brand review,

instigated by the new marketing director, Mike Lazenby. He has appointed

the Springpoint and Hogarth consultancies to oversee the brand review,

and Springpoint’s managing director, Fiona Gilmore, has made

appointments to see other agencies.



Lazenby was made divisional director, marketing, in a restructure last

October. He was previously the company’s director of communications and

replaced Tracy Moreshead, who became director of central retail

operations.



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