The agency beat Carat and Universal McCann in a three-way shoot-out for the business, having already eliminated Starcom Motive and Manning Gottlieb OMD.
Observers have suggested that it was vital that Mediaedge:CIA retained the account. While the agency has only lost Wrigleys since the merger when the agency was created at the end of last year, it has failed to win much new business.
Mediaedge:CIA has worked with Saga for more than 10 years. It took Saga to TV advertising in an attempt to change the image of over-50s from infirm pensioners to more active members of the community.
Saga incorporates a number of businesses catering for the over-50s and the company is predicted to increase its spending this year with an additional £5m budget for below-the-line activity.
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