Manning Gottlieb Media has won the centralised media strategy and
planning business for Alliance & Leicester.
The agency beat a number of undisclosed media planning and buying shops,
thought to include the two media buying incumbents, AMS and
The media buying is unaffected by MGM’s appointment.
The move signals a rationalisation in strategy for Alliance & Leicester,
which uses a wide variety of advertising, direct marketing and media
agencies with little synergy between them. The advertiser has for some
time been looking for ways to bring its media strategy and planning
together to form a consistent communication programme.
Alliance & Leicester’s communication is heavily direct
response-oriented, building its business and brand through low-cost
A large proportion of its spend goes on direct mail pieces and inserts
as well as direct response press activity.
MGM would not comment on the appointment.