National Savings has appointed BMP DDB as the lead agency on its
pounds 10 million brand development and advertising account. Its sister
agency, BMP Optimum, will be responsible for media strategy and
Walsh Trott Chick Smith, which has worked on tactical advertising for
National Savings, will continue to handle project work.
BMP DDB, whose success was first revealed on CampaignLive on Tuesday,
won the account after a three-way pitch against Leo Burnett, WCRS and
M&C Saatchi. The incumbent agency on National Savings was HHCL &
The review was sparked by National Savings’ decision to develop a range
of financial services and update its image.
BMP Optimum competed for the media buying task against Mediapolis, John
Ayling & Associates, Walker Media and the incumbent, the Media
BMP won despite being left off the original shortlist for that part of
the account. It fought off Leo Burnett, Mediapolis and Walker Media for
the strategic business. The incumbent agency on the strategic account,
Michaelides & Bednash, did not repitch.
Christopher Moxey, commercial director of National Savings, said: ’BMP
DDB and BMP Optimum have demonstrated an excellent understanding of our
development needs and showed us an innovative communications
Chris Powell, the chief executive of BMP DDB, said: ’National Savings is
a financial institution that is often forgotten. Our job is to make sure
people more aware of it. We want to make the brand more open and
Moxey confirmed there is a possibility of National Savings returning to
Paul Taylor, managing director of BMP Optimum, said: ’We’ve been able to
capitalise on aligning media planning with buying, which is our stock in
Evans Hunt Scott and WWAV Rapp Collins have been shortlisted for
National Savings’ direct marketing account.