Bank of Scotland has retained Feather Brooksbank as its media
agency, handing its entire pounds 10 million centralised media account
to the Scottish shop.
Feather Brooksbank already handled around half of the Bank of Scotland
business, sharing the media planning and buying account with Conquest’s
media operation.
However, the bank decided to consider pooling its media spend into a
single media company in the summer and invited MediaVest Manchester,
Universal McCann Manchester and CIA Medianetwork to pitch alongside
Feather Brooksbank.
Feather Brooksbank was awarded the business this week and will now start
work on the media strategy for new advertising which is due to break
early next year.
The win is the agency’s first new business coup since it was acquired by
Carat last month in a deal which valued the agency at pounds 7.5
million.
The new campaign will be the first work for Bank of Scotland from its
newly appointed creative team, which is led by Conquest.
Conquest scooped the centralised creative account earlier this month
after beating the incumbents, McCann-Erickson, Bartle Bogle Hegarty and
the Leith Agency.
The advertising overhaul is understood to have been precipitated by the
joining of the marketing-orientated Capital Bank with the more
traditional main banking business.
The new campaign will build upon the combined strengths of the two
divisions to try to replicate the bank’s high brand awareness in
Scotland south of the border.
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