- Foreign & Colonial, the financial investment specialist, has appointed Craik Jones Watson Mitchell Voelkel to its through-the-line business.
The appointment follows a three-way pitch against Brann London and Smith Bundy Carlson. Previous incumbent HPT Brand Response did not repitch.
Craik Jones will develop a series of campaigns to include press, posters, direct mail, and support materials. F&C has spent £1.3m on advertising through HPT Brand Response but below-the-line spend is thought to be higher.
The agency will target private investors to grow F&C's number of customers as well as customer loyalty programmes. It will also see the development of a business to business programme to Independent Financial Advisers, with Craik Jones creating a branding information campaign on products and consumer support material.
One press ad, developed as part of Craik Jones' pitch, has already run in the investment and national press. The direct marketing activity begins in January.
Georgette Harrison, head of private investor marketing at F&C, said: "The agency demonstrated a high degree of creativity which we felt would create cut through the crowded marketplace."
Fiona Scott, deputy managing director at Craik Jones, said: "We are developing integrated activity which will deliver enquiries and sales while building F&C's core brand values."
HPT ran work for F&C which positioned it as the City's "best kept secret". The agency was appointed two years ago.