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