O&M beats four shops to Saga creative task

Saga, the international group providing holidays and other services for the over 50s, has appointed Ogilvy & Mather to handle its pounds 4.4 million creative account.

Saga, the international group providing holidays and other services

for the over 50s, has appointed Ogilvy & Mather to handle its pounds 4.4

million creative account.



The win follows a competitive pitch against Bates Dorland, Leo Burnett,

Doner Cardwell Hawkins and the Square (Campaign, 24 April).



O&M’s appointment marks Saga’s first attempt at television advertising,

which is scheduled to break nationally this autumn.



Saga intends the new ad-vertising to accelerate growth and broaden its

customer base as well as helping to shed its downbeat ’Zimmerframe’

image. The aim is to position the brand as dynamic and aspirational.



Angela Horsman, Saga Holidays’ marketing director, said: ’We feel the

time is right for Saga to include television advertising in the

marketing mix. Television can help us accurately reflect the scope and

nature of what Saga offers today.’



She added: ’The range of Saga holidays has changed dramatically over the

past decade and today the group boasts a range of insurance and

financial services plus an innovative, award-winning magazine.’



An indication of Saga’s planned repositioning appeared in April when its

holiday arm launched a winter brochure. Alongside the expected cruises

and sun-worshipping breaks were a new range of sporting activities

including river-rafting, mountain trekking and parascending.



Tom Bury, O&M’s chief executive and deputy chairman, commented: ’The

more we investigated the brand, the more interesting this assignment

became. Marketing to people over 50 is set to become a major challenge

as the demographics continue to shift and we look forward to increasing

Saga’s brand leadership in the area. Our job is to make people sit up

and say, ’Blimey, we must have a look.’’



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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).