Claydon Heeley Jones Mason is launching an aggressive customer
acquisition drive for Bradford & Bingley.
The agency is targeting close to three million consumers with direct
mail, and bill stuffers to support B&B's financial broking service, The
Market Place.
The creative theme of the campaign focuses on a character, the Green
Man, who is seen from behind examining an array of shirts.
Each shirt's label shows the logo of a different financial institution,
representing the products that The Market Place sells.
The campaign uses the headline "Now you can shop around in one place" to
underline The Market Place's positioning of offering impartial financial
advice. B&B is also supporting The Market Place with a TV ad campaign
from M&C Saatchi.
Claydon Heeley is still producing campaigns for B&B despite announcing
earlier this year that it was to review the business.
B&B is thought to have talked to other agencies about the account and is
expected to decide soon on whether to move.
The campaign was art directed by Dave Morgan and the copywriters were
Tony Skinner and Gary McNulty.
