Banc beats two and wins £1m P&O Swan Hellenic ad account

Banc has won the £1 million P&O-owned Swan Hellenic account

in a pitch against Miles Calcraft Briginshaw Duffy and Team Saatchi.

Swan Hellenic's sales and marketing director, Carolanne Dieleman, said

there were no plans for Banc to change the ad strategy, developed

through the incumbent, Team Saatchi, but added that the review gave the

company a good opportunity to take a fresh creative approach.

She said: "We needed to renew the advertising and move forward. Banc

demonstrated excellent brand comprehension from the start."

Banc's chairman, Robert Bean, said: "It is a powerful brand in a buoyant

market. We look forward to working together."

The company specialises in four-star cruises for a target audience of

well-travelled consumers aged over 50, and is part of P&O's Princess

Cruises arm. MCBD recently won the £7 million P&O Cruises


Dieleman said a new campaign, focusing on press and radio executions,

would be rolled out in September to coincide with the company's new


Media remains with Booth Lockett Makin.