M&C Saatchi has produced its first major work for Bradford &
Bingley, with a press campaign to persuade the building society’s
members to vote against conversion to a bank.
The press ads broke this week and will run until 26 April when the vote
on the company’s mutual status takes place. A radio campaign will air
shortly and the advertising will be backed by three mailings to members,
as well as a PR campaign.
The ads highlight the benefits of retaining building society status.
They claim that as a mutual building society, profits are ploughed back
to the customers rather than to City shareholders. They use the
strapline: ’You’ll be better off if we stay a building society.’
Ruth Blakemore, Bradford & Bingley’s group commercial director, said the
campaign had two aims: ’It must show that members have to vote, and make
them understand what changing to a bank would involve.’
Blakemore said the advertising is costing pounds 1.5 million. The
creative director on the campaign is Simon Dicketts. It was written by
Richard Dean and art directed by Peter Gatley.