Saga pools pounds 5m media into CIA

Saga, the holidays-to-financial services combine targeting the over 50s, has centralised its pounds 5 million media account into CIA Medianetwork.

Saga, the holidays-to-financial services combine targeting the over

50s, has centralised its pounds 5 million media account into CIA

Medianetwork.



CIA already handles Saga, which spent about pounds 1.5 million last

year, but now the company has decided to pool all of its business into a

single media agency.



CIA picks up the pounds 1.2 million financial services media planning

and buying, previously handled by Carat Direct, and will also now work

on Saga’s first national TV advertising campaign, planned for the

autumn.



Mike Elms, the chief executive of CIA, confirmed the consolidation and

said: ’Saga’s a brilliant client and it’s exceedingly well-placed for

future growth.’



The media centralisation comes as Saga prepares for a new marketing push

in a bid to accelerate its growth and broaden its customer base.



Saga appointed Ogilvy & Mather in June as its creative agency with a

brief to create a TV advertising campaign which would also help update

Saga’s image, ditching the zimmerframe impression in favour of a more

modern, active view of the over 50s.



The company is best known for its holiday packages tailored to the grey

market.



But in recent years Saga has expanded its business base to include a

range of products and services targeting the over 50s, including

insurance, a Saga Visa card, the home gas market, a low-cost telephone

service and its own magazine.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

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).