A&L doubles TV spend for focus on core services

Alliance & Leicester is doubling its TV adspend to £12.5m for 2003, its biggest for a decade. The campaign will include its first TV ads for mortgages since activity starring Stephen Fry and Hugh Laurie ten years ago.

A&L has appointed Big Communications to handle its DRTV account, and will air a DRTV ad promoting its fee-free mortgages at the end of this week.

Stephen Leonard, A&L's director of marketing services and customer strategy, said: "It is part of the business' strategy to drive the retail bank's four core products - mortgages, loans, savings accounts and current accounts."

Earlier this year A&L launched a DRTV campaign promoting its personal loans. Leonard said the campaign resulted in a new business increase of 40% for the first quarter of 2003.

Leonard added that the company is looking at advertising its current accounts and savings on television later in the year. A&L's media is planned and bought by MediaVest Manchester.

A&L is the UK's sixth-biggest mortgage lender.

Become a member of Campaign from just £78 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

8 ways that media can drive ecommerce

AGENCY

Job description: Marketing co-ordinator

10 takeaways from a decade of DOOH