Ogilvy picks up pounds 50m Clear Money

The Ogilvy Group has picked up the pounds 50 million five-year contract to launch a new online bill payment system, Clear Money, across Europe.

The Ogilvy Group has picked up the pounds 50 million five-year

contract to launch a new online bill payment system, Clear Money, across

Europe.



Ogilvy & Mather pitched against J. Walter Thompson and Leo Burnett to

secure the account. Kevin Potts, the marketing and sales director of

Clear Money, said he looked at all of the UK’s top eight agencies.



The media account will be handled by MindShare, and Ogilvy Interactive,

Ogilvy Public Relations and OgilvyOne and Promotional Campaigns will all

also work on the business.



Clear Money will enable consumers to receive, file and pay their

bills.



At first the service will only be on the internet, but the company plans

to launch mobile phone and interactive TV versions by the end of the

year.



Backers of the venture include The Carphone Warehouse, Bank Boston, AIG

and Communication Venture Partners.



Potts claimed 35 of the UK’s ’biggest billers’ had signed up to the

service but said most could not be named. However, he cited Envision,

which handles the collection of the TV licence fee, and the Sutton and

East Surrey Water Authority. He added that ’a couple’ of mobile phone

operators were signed up.



The O&M head of account management, Sally Netherwood, who led the pitch,

added: ’Ogilvy will lead Clear Money through the creation of the brand

and development of the marketing strategy through to a multimedia

consumer and business-to-business communications launch.’



The campaign will begin in the autumn when the service launches. Potts

said there would be extensive PR activity between now and then.



The service is being offered free to banks. Potts said: ’Banks continue

to remain very much part of the food chain for payments. Clear Money

adds value by making electronic presentment available to every biller

throughout Europe while making life easier for millions of ordinary

people.’



Similar billing services already operate in the US, Canada and New

Zealand, but Clear Money will be the first UK service.



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