Saga has appointed Doner Cardwell Hawkins to handle two projects
across its holidays and insurance business.
It is unclear how the appointment affects the incumbent, Ogilvy &
Mather, which was appointed to the Saga Holidays business after a
five-way pitch in June last year.
The account was claimed to be worth pounds 4.4 million, and the brief
was to change the perception of the company as being the preserve of the
blue-rinse brigade. Instead the company wanted to present itself as
modern and dynamic, offering a range of products and services, including
new adventure holidays.
However, the account has been relatively dormant at O&M since a test TV
commercial ran in just two regions in autumn pending a national
roll-out.
It is understood that Saga is uncertain whether to proceed with TV
advertising and is considering going back to its previous direct
response-based work.
Doner Cardwell, which is believed to be working on a campaign due to
break after Christmas, was on the original shortlist for the account in
June. It pitched against O&M, Bates Dorland and The Square. O&M claims
it remains the agency of record for Saga Holidays. Saga was unavailable
for comment.
Saga Holidays recently appointed a new managing director. Tom Wright,
previously head of sales and marketing at Center Parcs, joined the
company last month.
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