Britannia Building Society has hired Cowan Kemsley Taylor to create
a branding campaign after a competitive pitch against Mustoe Merriman
Herring Levy.
CKT’s brief is to focus on Britannia’s commitment to mutuality and a
heavyweight campaign is expected to run in the middle of next year. The
advertising will establish Britannia’s future positioning. Paul Cowan,
the managing partner of CKT, said: ’Britannia is committed to remaining
a building society. Mutuality is a point of difference that’s not yet
understood. It’s an exciting challenge.’
Manchester-based BDH will be retained as Britannia’s agency of record,
but it is likely to concentrate on tactical advertising.
A spokeswoman for Britannia said: ’CKT’s job is to show what commitment
means to our members. The project is at a very early stage.’
Britannia spent pounds 3.5 million through BDH last year, but is
expected to rethink the distribution of its marketing budget in time for
the push next year.
The media for the account is held by Manning Gottlieb Media.
This summer, Britannia rolled out a chain of mortgage shops to help
build a distinct brand identity as a mutual financial services company.
The flotation of many building societies - including the Bristol & West,
Northern Rock, Alliance & Leicester and the Halifax - leaves Britannia
with a clearer point of difference to exploit in the financial services
industry.
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