IFA Promotion, the organisation that promotes independent financial
advice, has moved its pounds 2 million full-service account out of Hill
Murray and into Dewe Rogerson.
Hill Murray has handled the business for the past seven years, having
run the account since IFA’s formation and survived a review in 1992.
Greenfield and DMB&B Financial also pitched this time, the latter also
having been a contender in 1992.
The decision to review the business followed the arrival of a new chief
executive officer, Robert Browne-Clayton, last April. He formally called
the review at the end of last year (Campaign, 8 December 1995).
‘Being a new boy, I felt it would be appropriate to go back to the
market and see what was going on,’ he said. ‘I think Hill Murray is very
depressed about losing the business, but this is a commercial world. All
four presentations were superb, but the simplicity and direct approach
of Dewe Rogerson’s work won the day. I was also impressed by the
enormous amount of research it had carried out.’
Browne-Clayton selected the shortlist after visiting 20 agencies. The
final four all submitted creative work.
Hill Murray will hand over the business in August and Dewe Rogerson’s
first work is expected to appear at the beginning of September.
Browne-Clayton declined to disclose Dewe Rogerson’s strategy. He would
only comment: ‘It is now up to them to take their ideas forward.’
IFA’s current campaign, launched last November, focuses on the decline
of the welfare state and the subsequent need for financial planning in
the future, covering various aspects such as healthcare, savings and