D’Arcy has won the pounds 15 million Alliance & Leicester account,
ending a 15-year relationship between the Alliance & Leicester and BMP
The incumbent was not asked to repitch for the business. The pitch,
which was originally believed to be for a one-off project, was later
extended to cover the bank’s entire advertising budget.
Nick Smith, the head of relationship marketing at the Alliance &
Leicester, said: ’The appointment is part of an agency review carried
out at a time when the Alliance & Leicester is at a turning point.
’We have worked successfully with BMP for many years, but considered
D’Arcy best placed to provide creative and strategic support in light of
our new strategy.’
D’Arcy will now create a TV branding campaign in line with the new
strategy, which was unveiled last week by the company’s managing
director, Peter McNamara, who joined the company in June from Lloyds
The new strategy will focus heavily on the bank’s desire to deliver a
highly customer- focused service.
The Alliance & Leicester recently split its business into eight smaller
divisions, including a small business unit that will link up with its
BMP picked up the account in 1985 when the Alliance & Leicester was a
building society and went on to create some of the brand’s most famous
advertising. This included the ’Be a smarter investor at the Alliance &
Leicester’ campaign, which starred the comedians Hugh Laurie and Stephen
More recently, the company has ploughed the bulk of its advertising
spend into its direct marketing agency partners, including Barraclough
Hall Woolston Gray and Brann. Both companies will continue to work with
the Alliance & Leicester.
BMP’s last work for the brand aired in 1998 and starred the Fast Show
comedian Simon Daye. It carried the endline: ’Alliance & Leicester.
Common sense in a crazy world.’
The centralised media business for the Alliance & Leicester was recently
awarded to Manning Gottlieb Media.