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.

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