NEWS: Bates Dorland lures Barclaycard’s Reid for Halifax account

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.

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.’