Nationwide starts pounds 8m brand review

Nationwide Building Society is talking to agencies about its pounds 8 million account, which has been handled by Leagas Delaney on a project basis for just over a year.

Nationwide Building Society is talking to agencies about its pounds

8 million account, which has been handled by Leagas Delaney on a project

basis for just over a year.



The move is believed to be part of a brand review, which has been

instituted by Nationwide’s new marketing director, Mike Lazenby. He has

employed the Springpoint and Hogarth consultancies to advise on the

brand. Fiona Gilmore, Springpoint’s managing director, has been

responsible for setting up meetings with agencies. She was unavailable

for comment as Campaign went to press.



A Nationwide spokeswoman confirmed that the building society was in

talks with agencies but insisted its relations with Leagas Delaney were

not changing. She said: ’Our arrangements with Leagas Delaney are

continuing as before. As a major financial institution, we have dynamic

advertising needs and may talk to people informally from time to

time.’



Nick Hough, the managing director of Leagas Delaney, was unaware of the

talks with rival agencies. However, he said: ’We have only made two TV

commercials for Nationwide and are awaiting formal reappointment.’



Nationwide parted company with Leagas Delaney in acrimonious

circumstances five years ago and shifted its account into GGT. The move

surprised many as much of the agency’s work for the building society -

including the ’Mel and Griff’ and ’Don from Doncaster’ stop-frame

animation campaigns - was well received.



However, a year ago the client returned to Leagas Delaney and asked it

to make two ads in the stop-frame animation format. The films, which

broke at the beginning of last year, are still running.



The talks could also affect the Swindon-based agency, Emery McLaven Orr,

which produces Nationwide’s print advertising.



Media planning and buying is handled by CIA Media Solutions, formerly a

joint venture between CIA and GGT but now wholly owned by CIA. Media is

thought to be unaffected by the review.



Lazenby was handed the task of divisional director, marketing, in a

company restructure last October. He was previously the company’s

director of communications and replaced Tracy Morshead, who became

director of central retail operations.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).