The Saga group is reviewing its media planning and buying account
less than a month after the merger between the incumbent, CIA UK, and
The Media Edge.
It becomes the third piece of business to review out of the agency since
the alliance was announced, and follows Wrigleys and the household goods
Saga, which incorporates a number of businesses catering for the
over-50s, spends around £7 million above the line in the UK.
However, below-the-line activity is expected to add around £5
million to the total.
The agency has worked with Saga for more than ten years and benefited
from a centralisation of media arrangements for the group's other
businesses in 1998, beating Carat Direct for the combined account.
CIA took Saga on to TV for the first time as it attempted to change the
image of over- 50s from silver-haired zimmer frame devotees to more
active members of the community. The change in image extended to a
glossy lifestyle magazine, featuring glamorous cover stars such as Mick
Jagger and Julie Christie. Ogilvy & Mather was originally appointed to
create the TV rebranding campaign but was replaced by Doner Cardwell
Hawkins last year. Saga appointed RPM3 to handle its financial arm, Saga
Services, in February.
Planning and buying for Saga's operations continues to be pooled and the
review will include the group's interests in holidays, radio and home
and motor insurance.
Both CIA and Saga were unavailable for comment as Campaign went to