Bates Dorland is ringing the changes on its pounds 35 million showpiece
Halifax building society account by luring Penny Reid, who heads BMP
DDB’s Barclaycard team, to run it.
She will take up her new job on 1 July, replacing David Wood, who is
giving up the account after eight years to concentrate on his other role
as joint head of account management.
At the same time, she is being given a brief to develop the agency’s
direct marketing expertise.
The appointment of Reid, 36, ends a three-month hunt among internal and
external candidates for a Halifax board account director.
It also ends Reid’s 12 years at BMP, where she has been closely involved
with the development of the Barclaycard campaign, starring Rowan
Atkinson, and the Alliance and Leicester advertising, featuring Stephen
Fry and Hugh Laurie.
At Dorlands, she will take charge of a 15-strong core team running the
Halifax account, which was expanded at the end of last year after the
agency triumphed in a winner-takes-all pitch against Abbott Mead Vickers
BBDO for the combined Halifax and Leeds business.
The Halifax, which currently vies with Safeway as Dorlands’ biggest
account, has a history of spectacular and expensive advertising, with TV
commercials such as the ones featuring hundreds of people forming a
human house and a bridge across a lake.
Paul Twivy, the Dorlands group chief executive, said: ‘This is a very
important appointment because the Halifax is one of our most famous
campaigns. We need somebody who isn’t only up to speed strategically but
has the ability to take the creative department along with them.’