- Saga, the international group providing holidays and other services for the over-50s, has appointed Ogilvy & Mather to its £4.4 million creative account in a bid to shake off its 'Zimmerframe' image.
O&M was appointed after a five way competitive pitch against Leo Burnett, Doner Cardwell Hawkins, Bates Dorland and the Square.
O&M has been appointed to work on all aspects of the Saga group's business, including holidays, insurance and its magazine. However, it is understood that the Square may still land a print project.
The aim of the new advertising, which will be fronted by a TV campaign from O&M, is to rebuild the brand as dynamic and aspirational.
Saga currently creates the bulk of its advertising in-house.
The Saga group had been looking for new advertising to accelerate its growth and broaden its customer base.
The media planning and buying for Saga is unaffected by the review and remains with CIA Medianetwork.