D’Arcy nets pounds 15m task for Alliance & Leicester

D’Arcy has won the pounds 15 million Alliance & Leicester account, ending a 15-year relationship between the Alliance & Leicester and BMP DDB.

D’Arcy has won the pounds 15 million Alliance & Leicester account,

ending a 15-year relationship between the Alliance & Leicester and BMP

DDB.



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

TSB.



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

Girobank division.



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

Fry.



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.



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