NatWest has decided not to call a review of its £20 million
direct marketing business and has handed a new three-year contract to
TBWA/GGT Direct to run the account.
Despite speculation that the direct marketing business would follow the
ad account out of TBWA/London (the £30 million creative account
moved to M&C Saatchi in March), NatWest will remain with TBWA/GGT.
The account was first won three years ago as part of the "NatWest
Village" concept, which drew together a team of more than 30 staff to
handle advertising and direct marketing for the bank.
TBWA/GGT will handle all work for NatWest apart from the TV branding
campaigns. It will work across all customer segments and product
channels for NatWest. It will also work to develop the "Another Way"
brand philosophy into all in-branch and customer communications.
Uncertainty over the future of the account began following the £20
billion acquisition of NatWest by the Royal Bank of Scotland last year.
Despite maintaining its grip on the bulk of the NatWest account,
TBWA/GGT did lose a chunk of the NatWest credit card business to Craik
Jones Watson Mitchell Voelkel and Lowe Live earlier this year.
Mike Cornwell, the chief executive of TBWA/GGT, said: "As NatWest's
understanding of their customers increases, the agency's role gets more
exciting. We are delighted to be trusted to continue assisting in
building the business."
TBWA/GGT has also won Unicef's direct marketing business after a
four-way pitch against BHWG Proximity, Lowe Live and the previous
incumbent, Lion. Unicef will continue to use Lion on strategic projects.