Zenith clinches pounds 16m Scottish Widows brief

Zenith Media is presiding over the entire pounds 16 million planning and buying business for Scottish Widows after netting the press and radio media contract last week.

Zenith Media is presiding over the entire pounds 16 million

planning and buying business for Scottish Widows after netting the press

and radio media contract last week.



The top-billing media agency already handles the pounds 4.5 million

television buying account after taking it from Mediapolis in

January.



Zenith will now look after press and radio. According to AC Nielsen MMS,

the financial services group allocated pounds 11.5 million of their

budget to the two media last year.



Scottish Widows is expected to spend in excess of pounds 45 million this

year.



According to Zenith Media’s managing director Simon Marquis, the

campaign will focus mainly on direct response advertising but will cover

a range of media, both traditional and online.



Zenith has pulled in Lucas Brown, client services director of Zed Media

- a direct marketing specialist which Zenith part-owns - to oversee the

account.



’Because direct response advertising is a vital ingredient, it makes

sense to bring an expert on board,’ explained Marquis.



Brown will work with Catherine Becker, group account director of Lloyds

TSB Group at Zenith.



Scottish Widow’s decision to centralise their media account into Zenith

follows its pounds 7 billion takeover by Lloyds TSB last year.



Ann Shields, advertising manager of Scottish Widows, commented on the

change in media agency: ’When we became part of Lloyds TSB Group there

were certain things you could consolidate more easily than others. With

the increased buying power of the group, it makes sense to consolidate

our media business with Zenith.’



Shields added that the media strategy of Scottish Widows is unlikely to

change, at least in the short term. ’It would be nice to have more of a

presence on television,’ she added. ’But it depends what we can get for

our budget.’



Zenith was placed first in Campaign’s chart of top-50 media agencies

last year.



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