Saga starts search for new shop in bid to broaden appeal

Saga Holidays has terminated its relationship with Ogilvy & Mather and is looking for an ad agency to widen the brand’s appeal.

Saga Holidays has terminated its relationship with Ogilvy & Mather

and is looking for an ad agency to widen the brand’s appeal.



Bates UK and Doner Cardwell Hawkins both pitched for the business this

week and a result is expected shortly. Both agencies have worked with

the client on smaller assignments for the holiday division and the

winning agency will be given the task of creating a major TV campaign to

run this summer.



Angela Horsman, Saga Holidays’ marketing director, said: ’We want an

agency that can represent Saga Holidays as it is today. We need a

powerful campaign that can correct some of the misconceptions. We

provide some of the most dynamic and inspirational holidays around.

People don’t realise that we are now sending more people to Borneo than

we are to Bournemouth.’



Saga, which launched 50 years ago, appointed O&M in June 1998 with a

brief to reverse the brand’s negative image. A test TV campaign created

by O&M ran in just two regions last autumn but a planned national

roll-out never emerged.



A decision on an agency appointment is expected within the next few

weeks.